Your Irrational Customers:
A Look at How Our Brains
Work (and Don't Work)
It has been said that man is a rational animal. All
my life I have been searching for evidence which could
With any luck, I've convinced you that it's important— even critical—to better understand the impact your customers have on your company's bottom line. After all, customers are cheaper to keep than to acquire, long-term customers are typically more profitable than new customers, and a focus on retention can exponentially expand your customer base without any increase in your sales efforts. But, you might be wondering, now what? If you have the desire to push your company to a greater focus on customer experience, that's a good start. But you can't afford to fall into the trap that afflicts so many companies: implementing customer research, product design, and customer service based on old, ineffective management philosophies.