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 12

Getting Started: Three
Action Steps You Need
to Take First

Action always generates inspiration. Inspiration
seldom generates action
.

Frank Tibolt

What to do? Where to start?

We've explored many aspects of customer experience throughout this book, analyzing just how your customers really think (hint: irrationally) and what implications that has for you as you attempt to improve the customer experience at your own company, and in turn your retention and profitability. And, as you have no doubt noticed, we have ended each chapter with a few action items to help you begin making progress toward understanding, attracting, and retaining your customers.

But that's not enough, is it? When I think of the many business books I've pored through, I know what often happens next… nothing. You read the book, nod affirmatively on occasion, agreeing with the insights or concepts espoused, and then you go back to your real job. So what I want to do

-207-

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