All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back

By William J. Cusick | Go to book overview

Chapter 1

The Bottom Line: Why
Customer Experience
Really Matters

Your customers are your only profit center.

Marshall Field

Given that we are all, on some level, irrational customers, throughout this book we'll be exploring how it's possible to create powerful, emotional, irrational experiences that drive key customer behaviors and, ultimately, profit.

But first, you might be asking yourself: Who cares? After all, companies have been profitable for decades—even centuries—by taking a business-like approach to delivering acceptable customer service and customer communications, if they have paid attention to customer experience at all. In fact, most companies have achieved success by focusing almost exclusively on customer acquisition, the hunt for the new customer. Year after year, budgets for marketing, advertising, and prospecting swell with the goal of increasing amorphous categories like “awareness” and “mindshare.” Customer experience has been an afterthought.

-9-

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