國立虎尾科技大學 |

The intuitive customer = 7 imperatives for moving your customer experience to the next level /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The intuitive customer/ by Colin Shaw, Ryan Hamilton.
Reminder of title:	7 imperatives for moving your customer experience to the next level /
Author:	Shaw, Colin.
other author:	Hamilton, Ryan.
Published:	London :Palgrave Macmillan UK : : 2016.,
Description:	xix, 216 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	Customer relations - Management. -
Online resource:	http://dx.doi.org/10.1057/978-1-137-53430-9
ISBN:	9781137534309

The intuitive customer = 7 imperatives for moving your customer experience to the next level /
Shaw, Colin.

The intuitive customer7 imperatives for moving your customer experience to the next level /[electronic resource] :by Colin Shaw, Ryan Hamilton. - London :Palgrave Macmillan UK :2016. - xix, 216 p. :ill., digital ;24 cm.

Consumers are unreasonable - but they're not stupid. We all like to think we make rational choices. But thirty years' of research has shown that what we actually do is make instinctive, 'gut' choices and then reverse engineer a set of rational criteria to justify that choice in order to fool ourselves into believing that we are not being unreasonable. The funny thing is that those gut choices consumers make are often better than the ones they make when they actively and rationally consider their options. In other words - consumers are sensibly unreasonable. The problem is that a lot of marketing is reasonable - but stupid. Why does every marketing brochure include a list of features and benefits that are based on the assumption that consumers are making a logical, cognitive choice? We know that they are not, but we keep doing it! By concentrating on providing cognitive solutions to emotional needs, marketing is trying to solve the wrong problem. What matters is how customers feel. You need to understand what makes consumers behave a certain way and then use that knowledge to shape the experience you deliver to the customer. This book is about Behavioral Economics and consumer psychology. Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational) and others, Shaw and Hamilton unpack this new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences.

ISBN: 9781137534309

Standard No.: 10.1057/978-1-137-53430-9doiSubjects--Topical Terms:

562873
Customer relations
--Management.

LC Class. No.: HF5415.5 / .S52 2016

Dewey Class. No.: 658.812

The intuitive customer = 7 imperatives for moving your customer experience to the next level /
LDR:02555nam a2200313 a 4500 001 866194
003 DE-He213
005 20160831031101.0
006 m d
007 cr nn 008maaau
008 170720s2016 enk s 0 eng d
020 $a 9781137534309 $q (electronic bk.)
020 $a 9781137534286 $q (paper)
024 7 $a 10.1057/978-1-137-53430-9 $2 doi
035 $a 978-1-137-53430-9
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.5 $b .S52 2016
072 7 $a KJS $2 bicssc
072 7 $a KJSM $2 bicssc
072 7 $a BUS043000 $2 bisacsh
082 0 4 $a 658.812 $2 23
090 $a HF5415.5 $b .S534 2016
100 1 $a Shaw, Colin. $3 1112239
245 1 4 $a The intuitive customer $h [electronic resource] : $b 7 imperatives for moving your customer experience to the next level / $c by Colin Shaw, Ryan Hamilton.
260 $a London : $c 2016. $b Palgrave Macmillan UK : $b Imprint: Palgrave Macmillan,
300 $a xix, 216 p. : $b ill., digital ; $c 24 cm.
520 $a Consumers are unreasonable - but they're not stupid. We all like to think we make rational choices. But thirty years' of research has shown that what we actually do is make instinctive, 'gut' choices and then reverse engineer a set of rational criteria to justify that choice in order to fool ourselves into believing that we are not being unreasonable. The funny thing is that those gut choices consumers make are often better than the ones they make when they actively and rationally consider their options. In other words - consumers are sensibly unreasonable. The problem is that a lot of marketing is reasonable - but stupid. Why does every marketing brochure include a list of features and benefits that are based on the assumption that consumers are making a logical, cognitive choice? We know that they are not, but we keep doing it! By concentrating on providing cognitive solutions to emotional needs, marketing is trying to solve the wrong problem. What matters is how customers feel. You need to understand what makes consumers behave a certain way and then use that knowledge to shape the experience you deliver to the customer. This book is about Behavioral Economics and consumer psychology. Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational) and others, Shaw and Hamilton unpack this new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences.
650 0 $a Customer relations $x Management. $3 562873
650 1 4 $a Business and Management. $2 eflch $3 934826
650 2 4 $a Marketing. $3 557931
650 2 4 $a Organization. $3 568089
650 2 4 $a Organizational Studies, Economic Sociology. $3 881674
650 2 4 $a Business Strategy/Leadership. $3 796119
650 2 4 $a Development Economics. $3 669178
650 2 4 $a Market Research/Competitive Intelligence. $3 1069050
700 1 $a Hamilton, Ryan. $3 1112240
710 2 $a SpringerLink (Online service) $3 593884
773 0 $t Springer eBooks
856 4 0 $u http://dx.doi.org/10.1057/978-1-137-53430-9
950 $a Business and Management (Springer-41169)