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

According to Cusick, CEO of Vox, a customer experience consulting firm, companies that emphasize gaining new customers rather than satisfying their current customers do so to their own detriment. He reveals how a focus on customer retention would significantly reduce marketing and sales costs while dramatically increasing overall profitability. A brief overview of behavioral psychology elucidates seemingly irrational customer behavior and lays out appropriate strategies. Cusick is adamant that the ability to speak to a customer’s emotions—best gleaned by direct observation, rather than through surveys or focus groups—is the key to a better business model, and by redefining “customer satisfaction,” companies can take advantage of the newfound power that consumers hold in sharing their experiences through social networking sites and word-of-mouth. The upbeat tone and detailed examples of companies that get it right—Zappos is a particular favorite—lend much-needed verve to an overworked subject. While Cusick makes his point well, he is repetitive and his advice will be familiar to most readers. (July)