First, let me clear something up. We've all seen what we think are truly irrational customers. It's the guy at the front of the line at the fast food joint yelling at the teenager working the counter because he asked for no onions on his sandwich. Or the woman in the shoe store screaming at a wincing salesperson simply because the size she needs is not in stock.
That's not what we're talking about in this book.
While stories about crazy, zany customers are entertaining, they don't make for a particularly useful business book. They don't tell you how you can improve your own business. Instead, we're discussing all customers, including you and me, and how we all think about and act in the world around us. What we've learned over the last few years is that we are all, in fact, irrational. And irrational isn't all that bad. In fact, it could be the key to a better business for you.
Based on a wealth of research and some surprising new insights into how our brains work (and how they don't work), it's now clear that companies have been approaching customer service and retention the wrong way. Those who understand this