The Bottom Line: Why
Your customers are your only profit center.
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.