The secret lives of customers : a detective story about solving the mystery of customer behavior
(Book)

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Published
New York : PublicAffairs, [2021].
Status
Madison - Adult Non-Fiction
658.8342 D9113s
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Published
New York : PublicAffairs, [2021].
Format
Book
Physical Desc
viii, 212 pages ; 24 cm
Language
English

Notes

Description
"Mogul William Goldman's zinger about the movie business - "nobody knows nothing" - can easily be said today about companies and their customers. Despite big data and a mind-boggling array of analytical tools, companies still grasp at straws when trying to understand who their customers are; why they buy their products and services - or don't; why they lose them; and how to regain them. In an entertaining detective story, David Scott Duncan tells the tale of Tazza, a fictional regional chain of Boston-based cafes trying to go big time. The only problem: sales are declining at several key stores and they can't figure out why. The cast of characters include Cate Forrest, Tazza's CEO, Alex Baker, a "market detective," Jordan Sims, a young computer whiz at Tazza, and Ed Amato, the "Mayor" of Tazza-their most loyal customer-who has stopped visiting their stores. Eventually, Jordan discovers why the "Mayor" has fired Tazza, a revelation that leads to the "a-ha moment" that enables the company to get its ship in order. Through this parable, Duncan shows that until a company understands why customers "hire" and "fire" them, they literally know nothing. Ending with practical tools to help anyone learn craft of understanding customers, The Secret Life of Customers will help anyone get in tune with what customers want, today and in the future"--,Provided by publisher.

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Citations

APA Citation, 7th Edition (style guide)

Duncan, D. S. (2021). The secret lives of customers: a detective story about solving the mystery of customer behavior (First edition.). PublicAffairs.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Duncan, David Scott. 2021. The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior. PublicAffairs.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Duncan, David Scott. The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior PublicAffairs, 2021.

MLA Citation, 9th Edition (style guide)

Duncan, David Scott. The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior First edition., PublicAffairs, 2021.

Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.

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