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
Contents
Introduction1
PART I A NEW WORLD:THE ECONOMICS AND MECHANICS OF IRRATIONAL CUSTOMERS7
Chapter 1: The Bottom Line:Why Customer Experience Really Matters9
It's Comcastic! How Times Have Changed10
Are Companies Getting the Hint?12
A New Dynamic: Customers Bite Back13
The Stunning Economics of Customer Retention14
“Thank You, Sir.May I Have Another?”15
Can You Hear Me Now?17
Ammunition for an Increased Focus on Customer Experience… in a Marketing World18
“Real Growth”:Tougher Than You Think21
The Beauty of Compound Interest in Customer Retention23
Customer Profit: Marginally Speaking26
Chapter 2: Your Irrational Customers: A Look at How Our Brains Work (and Don't Work)29
Irrational, But Not Crazy30
We Don't Think the Way We Think We Think31
This Is Your Brain, by Homer32
Irrational About More Than Donuts34

-v-

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