Abstract
Here is a huge shock for you: Your Customers are people. As people, they are driven by emotions. It seems like such a simple insight, and yet, as we discussed in the last chapter, it’s ignored by many organizations who still focus on rational factors. In turn, this leads them to focus on largely rational frameworks and rational approaches to solving customers’ perceived rational problems.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bodine, Kerry. “Forresters’ 2013 Customer Experience Predictions.” 4 January 2013. Web. 13 November 2015. l http://blogs.forrester.com/kerry_bodine/13–01-04-forresters_2013_customer_experience_predictions.
Wilson, Bill. “World Cup 2014: The real cost of losing?” www.bbc.com. 23 June 2014. Web. 13 November 2015. http://www.bbc.com/news/business-27976865.
Wells, Charlie. “How Bad Weather Could Affect Stock Prices.” www.wsj.com. 8 November 2015. Web. 13 November 2015. https://docs.google.com/document/d/14uIKUPzZUOZvrCGtFfH3sjg4FTAfhQoJNtTtymX-2yg/edit.
Robert J. Blendon, SC.D., Catherine M. Desroches, DR. P.H., Mollyann Brodie, PH.D., John M. Benson, M.A., Allison B. Rosen, M.D., M.P.H., Eric Schneider, M.D., M.SC., Drew E. Altman, PH.D., Kinga Zapert, PH.D., Melissa J. Herrmann, M.A., and Annie E. Steffenson, M.P.H. (2002) “Views of Practicing Physicians and the Public on Medical Errors”, New England Journal of Medicine, 347(24), 1933–40.
Nisbett, Richard E., and Wilson, Timothy Decamp. (1977). Telling More Than We Can Know: Verbal Reports on Mental Processes. Psychological Review, 84, 233. Retrieved from http://people.virginia.edu/~tdw/nisbett&wilson.pdf
Damasio, Antonio (1994) Descartes’ Error: Emotion, Reason, and the Human Brain. Penguin.
Author information
Authors and Affiliations
Copyright information
© 2016 The Author(s)
About this chapter
Cite this chapter
Shaw, C., Hamilton, R. (2016). Imperative 1: Recognize that Customers Decide Emotionally and Justify Rationally. In: The Intuitive Customer. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-53430-9_2
Download citation
DOI: https://doi.org/10.1057/978-1-137-53430-9_2
Published:
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-137-53428-6
Online ISBN: 978-1-137-53430-9
eBook Packages: Business and ManagementBusiness and Management (R0)