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- The Customer Science Handbook: Using Behavioral Insights to Create Breakthrough Customer Experiences
Description
Creating impactful customer experiences is at the core of a company's business model. However, the principles behind it are often misunderstood and driven by intuition rather than grounded in scientific knowledge. The Customer Science Handbook provides a systematic, powerful, and practical approach to designing transformative customer experiences.
Building on decades of research from psychology, behavioral economics, and marketing, this book offers insights into the forces that shape customer behavior. It reveals proven principles employed by leading marketing companies and demonstrates how to systematically design and implement impactful customer strategies that deliver results.
The Customer Experience Canvas presented in this book outlines the key aspects of the customer experience to help you develop strategies to manage it. From triggering dormant needs and engaging customers to designing impactful consumption experiences and building loyalty, this book demonstrates how to create enduring customer value.
About the Author
Chernev, Alexander: - Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. His research has been published in leading marketing journals and frequently cited in both the business and popular press. He has been ranked among the top ten most prolific scholars by the Journal of Marketing and among the top five marketing faculty in the field of consumer behavior by a global survey published in the Journal of Marketing Education. His books have been translated into multiple languages and are used in top business schools around the world. He teaches marketing strategy, brand management, and behavioral science across a wide range of programs, including MBA, Executive MBA, PhD, and executive education. He has received numerous teaching awards, including the Top Professor Award from the Kellogg Executive MBA Program, which he has won fifteen times. In addition to his research and teaching, he has served as an Academic Trustee and Academic Fellow of the Marketing Science Institute and advises companies worldwide on issues related to marketing strategy, brand management, and behavioral science.
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