All customers are irrational : understanding what they think, what they feel, and what keeps them coming back

X, 229 S.

The bottom line : why customer experience really matters -- Your irrational customers : a look at how our brains work (and don't work) -- Brand promises : who or what are you, metaphorically speaking? -- Customer research : just what are your customers thinking? -- Prime time : how framing and context shape a customer's experience -- A web of issues : online users know what they like, but can't tell you -- Phoning it in : transform your phone interactions into powerful moments of truth -- Form or function : the power of emotional design -- Train in vain : hire for emotion, train for skills -- Process this : tying it all together -- Getting started : three action steps you need to take first.

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ECONIS - Online Catalogue of the ZBW