Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton provide a new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences.
1. Too Often Organizations Are Solving The Wrong Problem
2. Guiding Principle 1: Customers Are Irrational Don't Fight It, Embrace It
3. Guiding Principle 2: Customer's Minds Can Be In Conflict With Themselves
4. Guiding Principle 3: Easy Is More Important Than You Think It Is
5. Guiding Principle 4: Customers Are What They Do
6. Guiding Principle 5: Customer Loyalty Is Only A Memory
7. Guiding Principle 6: Customers Do Things And They Don't Know Why
8. Guiding Principle 7: Organizations Halo's Are Slipping
9. What Do Organizations Need To Do?
10. Pulling It All Together
