Cusick, William J. Brace yourself for the latest findings in neuroscience research: Your customers are almost completely irrational! In fact, we all are. With 95 percent of the decision-making process actually occurring in the irrational subconscious, we re not making clear-headed, logical choices, and we can t predict what we ll do in the future which renders many traditional management philosophies obsolete. All Customers Are Irrational will completely transform the way you think about customer relations, and help you dispel outdated assumptions and avoid ineffective strategies. Packed with real-world examples from the author s vast experience studying customer experiences and clear explanations of new findings in brain research, this groundbreaking book shows you how your customers actually perceive the world, process information, and behave. You ll then be able to use that information to connect with your customers on a deep emotional (and yes, irrational) level and keep them loyal for years. Find out how to: Determine your company s brand promise a little understood but crucially important concept, distinct from goals and strategies and craft a new one if yours doesn t appeal on an emotional level. Capture meaningful information about your customers by analyzing hard dataand observing behavior far more reliable sources of information than the usual customer-response questionnaire. Walk in your customer s shoes, pinpointing problem areas along the way whether it sa Web interface that is user unfriendly, an overly scripted calling center, arcane wording on your bills, a poorly designed store layout, or marketing literature that relies too heavily on features and benefits and not enough on how your product or service will make your customers feel. Focus on retaining your customers a far more profitable option than continually chasing after new customers to make up for the ones who got away. The stakes have never been higher for getting and keeping customers. All Customers Are Irrational will help you create powerful emotional experiences that tap into the subconscious of your customers and hook them to your products or services for years to come. William J. Cusick is CEO and founder of Vox, Inc., a successful consulting firm in Chicago that specializes in customer experience. He has worked with many Fortune 500 companies, including Allstate Insurance, Zurich North America, CNA, and 21st Century, as well as many smaller companies. He lives in Oak Park, Illinois. Tap into the secret of connecting with your customers on an emotional level and keep them coming back to you again and again. Advance Praise for All Customers Are Irrational : While reading All Customers Are Irrational , I realized that I really did not have a clue as to what my customers think, feel, or want. Bill Cusick s groundbreaking insight into how customers REALLY think and respond was the catalyst for the paradigm shift I needed to go to the next level and connect with my customers. Rick Roman, Chairman and CEO, The Signature Room at the 95th, Chicago, Illinois We all want to delight our customers, but how do we know exactly what they want? Customers often can t articulate what they are looking for or why they buy. In his terrific new book, Bill Cusick helps us get inside our customers brains and gives us a blueprint for understanding how to deliver the products and services customers will love. Jackie Huba, co-author of Citizen Marketers and Creating Customer Evangelists After reading All Customers Are Irrational I find myself unconsciously seeing things from the customer s perspective which is probably something I should have been doing for a long time. Bill Cusick provides real information on things all business owners need to consider before selling products to their customers. In this tough economy, understanding the behaviors of the irrational customer will put business owners a step ahead of the competition. Craig Fichtelberg, President, AmTrav and CheapAir.com This book is a refreshing must-read for anyone who is a customer, has a customer, or wants a customer. Bill Cusick provides a unique perspective on the customer experience. Truly innovative in his approach to the mindset of customers. Don t be irrational ; run out and buy this book!!! Mikki Williams, CSP, professional speaker/serial entrepreneur/sometimes irrational customer William J. Cusick (Oak Park, IL) is CEO and Founder of Vox, Inc., a successful customer experience consulting firm in Chicago. He has worked with many Fortune 500 companies, including Allstate Insurance, Zurich North America, CNA, and AIG. Used Book in Good Condition