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The book delves into the strategic principles shaping customer experiences, utilizing insights from behavioral economics and social psychology. It explores the customer journey through three lenses: actions taken to address needs, emotional evaluations of market offerings, and underlying motivations for behaviors. A customer experience map serves as the core framework, illustrating various interaction stages, while the customer experience canvas offers practical guidance for managers to enhance customer engagement and loyalty.
Zakup książki
Customer Science, Alexander Chernev
- Język
- Rok wydania
- 2022
- Oprawa
- (miękka)
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- Tytuł
- Customer Science
- Podtytuł
- Behavioral Insights for Creating Breakthrough Customer Experiences
- Język
- angielski
- Autorzy
- Alexander Chernev
- Wydawca
- Cerebellum Press
- Rok wydania
- 2022
- Oprawa
- miękka
- Liczba stron
- 230
- ISBN13
- 9781936572755
- Seria
- Tagi
- Biznes
- Opis
- The book delves into the strategic principles shaping customer experiences, utilizing insights from behavioral economics and social psychology. It explores the customer journey through three lenses: actions taken to address needs, emotional evaluations of market offerings, and underlying motivations for behaviors. A customer experience map serves as the core framework, illustrating various interaction stages, while the customer experience canvas offers practical guidance for managers to enhance customer engagement and loyalty.