Table of Contents: All customers are irrational :

Main Author:	Cusick, William J.
Format:	Book
Language:	English
Published:	New York : American Management Association, c2009.
Subjects:	Consumers. Consumers > Attitudes.

Table of Contents:

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
Irrational ain't stupid : the emotional component of high-end purchases
A web of issues : online users know what they like, but they can't tell you
Phoning it in : transform your phone interactions into powerful moments of truth
Form or function : the power of emotional design
Irrational employees : hire for emotion, train for skills
Process this : tying it all together
Getting started : three action steps you need to take first.