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
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Index
A
Abrams, M.H., 47
A/B tests, 132, 134
The Accidental Mind (Linden), 39, 162
Acquisition, customer, 5
Action plan, for improvement, 207–17
customer experience audit, 211–14
customer experience scorecard, 208–11
incremental improvement, 214–17
Adams, Douglas, 157
Adaptive subconscious, 32
The Advertised Mind (Du Plessis), 37, 164
Advertising
brand promises and, 50–51, 60
budgets for, 9
Airline industry, brand promises and, 58–62, 127–28
Amazon example, websites and, 120, 124–26
American Customer Satisfaction Index (2008), 58
American Express example, hierarchy of needs and, 139–40
Anthropomorphic design, 160–61
Volkswagen example, 160–61
Anthropomorphism, 42
Apple Computer, 151, 166
Appleton, Edward, 173
Attrition, partial, 80
Audit, customer experience, 211–14
Automated telephone systems, 136, 140–42
Capital One example, 140–42
disadvantages of, 146–47
B
Back end system, 147
Bang & Olufsen, 167–68, 170
Banking industry example, customer dissatisfaction, 72–74
Behavior, customer
Customerspective Audit, 82–83
design and, 165–67
driving, 137
focus on, 171
influences on, 41
observing, 80–82, 213
research and, 79–84
surveys and, 75
tracking, 208–11
tracking with website, 134
website improvement based on, 132–33
Behavior, employee, 174, 177–82
emotional intelligence and, 188
interviews and, 179–80
past, 178–79
testing for, 180–82
Best Buy example, employee engagement and, 185–86
Bias, of irrational subconscious, 161–62
Blackberry, 15
Blink (Gladwell), 88, 152
Brain development, 39
Brain function, of irrational customers, 30–34
Brand, definition of, 54
Brand essence. See Brand promises
Brand promises, 47–65
advertising and, 50–51, 60
articulation of, 53
computers, 47–48
defining company, 52–55
definition of, 54
determining, 127–28
drafting, 63–64
expectations and, 58–64
important trait, finding, 62–63, 65
in insurance industry, 57–58
metaphors and, 48–51
as requirement, 55–56

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