The Secret Lives of Customers
Author: Duncan, David Scott
ISBN: 9781541774490
RM129.90
Publisher,Public Affairs
Publication Date,
Format, Hardcover
Weight,
No. of Pages, 212
Customers can be a mystery. Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them.
To crack the case, start thinking like a market detective.
David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why. The vivid characters of Tazza's market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door--and how they can get them back.
To crack the case, start thinking like a market detective.
David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why. The vivid characters of Tazza's market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door--and how they can get them back.
