cam a22 2 4500 390164496 CHVBK 20201009043204.0 cr nn|008mamaa 161201s2016 xxk||||-s---- 0 0|eng-d autom. Import ab Springer MARC Records 08.03.2017/BUME 978-1-137-53430-9 ebook 10.1057/978-1-137-53430-9 doi (IDSSG)000879949 (LIBIB)000403151 Springer ger SzZuIDS HSG rda HF5410-5417.5 658.8 23 Shaw Colin Verfasser aut The Intuitive Customer 7 Imperatives For Moving Your Customer Experience to the Next Level by Colin Shaw, Ryan Hamilton London Palgrave Macmillan UK 2016 1 Online-Ressource text file PDF rda 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. Business Marketing Market research Leadership Organization Planning Development economics Economic sociology Hamilton Ryan Verfasser aut Printed edition 9781137534286 https://doi.org/10.1057/978-1-137-53430-9 Full text for the University of St. Gallen BK020053 XK020053 XK020000 noalma ids I fhlseb libib X bw FL IDSSG HSG HSG ONL HONL000879949 LIBIB FLFHL FLFHL OL - NELFHL1702 Zugriff nur vom Uni-Campus IDSSG 100 1- Shaw Colin Verfasser aut IDSSG 700 1- Hamilton Ryan Verfasser aut IDSSG 776 08 Printed edition 9781137534286 IDSSG 856 40 https://doi.org/10.1057/978-1-137-53430-9 Full text for the University of St. Gallen LIBIB 100 1- Shaw Colin 1958- (DE-588)138833206 Verfasser aut LIBIB 700 1- Hamilton Ryan (DE-588)1122223250 Verfasser aut LIBIB 856 -- http://dx.doi.org/10.1057/978-1-137-53430-9 Download für Uni Volltext SWISSBIB 390164496