Download All Customers Are Irrational: Understanding What They Think, by William J. Cusick PDF

By William J. Cusick

As many companies are getting to know, shopper habit doesn’t regularly make feel. that truly shouldn’t be stunning. As contemporary reviews have proven, humans are inclined to base their judgements on extra unconscious, emotional wants than on rational, sensible offerings. What’s extra, consumers aren’t in a position to inform you adequately why they do what they do. Combining fresh examine findings with real-world examples from his consulting perform on purchaser adventure, William J. Cusick examines how the sub­con­scious a part of the mind drives the selections and behaviour of each shopper every day and introduces the idea that of "the irrational customer." All clients Are Irrational indicates why companies needs to switch their method of attracting and keeping buyers, and proposes methods they could adjust their concepts on every little thing from client learn, product layout and web site improvement to name heart administration, worker recruitment, and retail shop layouts, via concentrating on what buyers are literally doing rather than what they’re announcing. sincere, direct and insightful, All clients Are Irrational may also help companies faucet into the impulses and motivations that either allure and hold shoppers for the lengthy haul.

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Extra resources for All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back

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Abrams o you own a PC, or are you one of those Mac people? Personally, I’m pecking away at this moment on a cookiecutter Dell laptop (that would be a PC) on Microsoft Word, which runs on Microsoft’s Windows platform. It’s relatively dependable—not very exciting, but it does what it’s supposed to do for the most part, and it easily communicates with the other PCs in the office through our network. Of course, I know other folks with Apples. You know some too, no doubt (or maybe you are one of “them”).

It’s this dynamic in how our brains operate that dictates how all of us, as customers, make choices and behave. By understanding those dynamics, we can then look at just how companies have traditionally approached disciplines such as customer research, product design, and customer service and consider some more effective methods for dealing with our irrational customers. You don’t need to become an expert in every technical nuance of how our brains work. While I’ve done some research into it, I’m certainly no expert in neurology or cognitive science.

One might wonder, if customers can’t access the “truth” about why they acted in a certain way, how companies get at the customers’ true feelings. Good question. We’ll look at customer research and just what it’s worth. Customers Can’t Predict How They’re Going to Act in the Future If we’re bad at accessing the irrational subconscious and telling ourselves the truth about why we act in a certain way, we’re even worse at predicting how we might act in the future. Specifically, a customer, when asked how he or she might react to a future situation (like new features on a product or navigating through a redesigned website), is almost clueless.

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