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

By William J. Cusick

As many companies are studying, buyer habit doesn’t constantly make feel. that actually shouldn’t be miraculous. As fresh stories have proven, humans are likely to base their judgements on extra unconscious, emotional wishes than on rational, functional offerings. What’s extra, shoppers aren’t capable of inform you safely why they do what they do. Combining contemporary examine findings with real-world examples from his consulting perform on purchaser event, William J. Cusick examines how the sub­con­scious a part of the mind drives the choices and behaviour of each buyer every day and introduces the idea that of "the irrational customer." All shoppers Are Irrational indicates why companies needs to swap their method of attracting and maintaining buyers, and proposes methods they could adjust their ideas on every little thing from buyer learn, product layout and web site improvement to name heart administration, worker recruitment, and retail shop layouts, by way of concentrating on what clients are literally doing rather than what they’re announcing. sincere, direct and insightful, All buyers Are Irrational might help companies faucet into the impulses and motivations that either allure and keep shoppers for the lengthy haul.

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

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According to Zaltman, the typical person peppers six metaphors per minute in his or her spoken language. It’s core to how our brains work. Let’s look back at our example of Mac versus PC. Obviously, Apple is a large, global public corporation, with thousands of diverse employees of all stripes. And yet, through some research and clever advertising copywriters, Apple was able to land on the perfect (some might even say obvious) metaphorical representation of the company . . ” And that’s an important point.

If you have ever been responsible for—or wished your company paid more attention to—the importance of improving customer relationships, you have probably also encountered the difficulty of championing real change, especially in a larger corporation. When I worked at a major insurance company, in their home office in Northbrook, Illinois, I spent my last several years there running the customer communications area. We were responsible for writing and producing many of the communications—renewal packages and such—that were sent through the mail to the fourteen million or so households that carried auto or homeowners insurance across the country.

Plus, there’s one other reason it’s worth the effort to reevaluate the way you are dealing with your customers. Beyond the improved retention, the lower acquisition costs, and the healthier bottom line, you actually have a chance to make your customers’ lives a little better. There’s a lot to be said for that, isn’t there? Are you willing to take the challenge? This page intentionally left blank Part II A Fresh Approach: Strategies and Tactics for Keeping Your Irrational Customers 45 This page intentionally left blank Chapter 3 Brand Promises: Who or What Are You, Metaphorically Speaking?

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