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Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton provide a 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.
|Publisher:||Palgrave Macmillan UK|
|Edition description:||1st ed. 2016|
|Product dimensions:||5.83(w) x 8.27(h) x (d)|
About the Author
Colin Shaw, Founder & CEO, Beyond Philosophy. A pioneer in the field of Customer Experience, Colin has written four best-selling books on the subject. Colin's background is in operational line management. He has held many senior exec positions in corporate life before founding Beyond Philosophy in 2002. Under Colin's leadership Beyond Philosophy have helped many of the world's most prestigious organizations improve their Customer Experience including American Express, FedEx, IBM and Caterpillar. One client, Maersk Line, the world's largest container shipping company, improved their net promoter score by 40 points in 30 months, which gave a 10% rise in shipping volumes using Beyond Philosophy's methodology. Ryan Hamilton, Professor of Marketing at Emory University's Goizueta Business School, Atlanta, Georgia. Ryan is an award-winning teacher and researcher in the field of consumer psychology. In 2011 was named one of 'The World's Best 40 B-School Profs Under the Age of 40'. His research investigates shopper decision-making: how brands, prices and choice architecture influence decision making at the point of purchase. His research and teaching are focused on identifying some of the surprising ways firms can use psychology to better understand and serve their customers.
Table of ContentsForeword: Glenn Laverty, President, and CEO, RICOH Canada, Inc..- 1. Moving your Customer Experience to The Next Level Requires New Thinking.- 2. Imperative 1: Recognize that Customers decide emotionally and justify rationally.- 3. Imperative 2: Embrace the all-encompassing nature of Customers’ irrationality.- 4. Imperative 3: Understand that Customers’ minds can be in conflict with themselves.- 5. Imperative 3 (continued): Understand that Customers’ minds can be in conflict with
themselves.- 6. Imperative 4: Commit yourself to understanding and predicting Customer habits & behaviors.- 7. Imperative 5: Uncover the hidden causes and unintended consequences of why.- Customers want things to be easy.- 8. Imperative 6: Accept that apparently irrelevant aspects of your Customer Experience are sometimes the most important aspects.- 9. Imperative 7: Realize the only way to build Customer loyalty is through Customer memories.- 10. How to Move to the Next Level of Customer Experience.- 11. Customer Experience is a Journey, Not a Destination