Téléchargez le livre : The Secret Lives of Customers

The Secret Lives of Customers

A Detective Story About Solving the Mystery of Customer Behavior

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PublicAffairs


Paru le : 2021-05-04



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Description
“A page-turner that reads like a mystery”​ (Mark Bertolini, former chairman and CEO, Aetna) that delivers key insights to the questions: who really are our customers, why do we lose them, how do we regain them?

Customers can be a mystery. Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them.

To crack the case, start thinking like a market detective.

David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why. The vivid characters of Tazza’s market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door—and how they can get them back.

The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have “jobs to be done.” They “hire” companies to solve a problem or fulfill a need and “fire” them when unhappy. Duncan’s fresh way of thinking about how to understand your customers’ secret lives provides an innovative path for solving whatever market mysteries you face.
Pages
224 pages
Collection
n.c
Parution
2021-05-04
Marque
PublicAffairs
EAN papier
9781541774490
EAN EPUB
9781541774483
Informations sur l'ebook
Nombre pages copiables
0
Nombre pages imprimables
0
Taille du fichier
4024 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
12,99 €

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