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The Secret Lives of Customers: A Detective Story about Solving the Mystery of Customer Behavior - Hardcover
$30.00
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by David S. Duncan (Author)
"A page-turner that reads like a mystery" (Mark Bertolini, former chairman and CEO, Aetna) that delivers key insights to the questions: who really are our customers, why do we lose them, how do we regain them?
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. The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have "jobs to be done." They "hire" companies to solve a problem or fulfill a need and "fire" them when unhappy. Duncan's fresh way of thinking about how to understand your customers' secret lives provides an innovative path for solving whatever market mysteries you face.Author Biography
David Scott Duncan is a managing director at Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations. He is the coauthor of two previous books, including the Wall Street Journal bestseller Competing Against Luck: The Story of Innovation and Customer Choice, written with the legendary Harvard Business School professor Clayton Christensen. A leading authority on the theory and application of jobs to be done, Duncan has extensive experience conducting market investigations around the world. Prior to Innosight, he worked for four years as a consultant at McKinsey & Company and earned a PhD in physics from Harvard. He lives with his family in East Greenwich, RI.
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Standard U.S. returns are accepted for eligible new, unopened items within 30 days of carrier delivery. Returns are by mail. Customers are responsible for standard return shipping, there is no restocking fee, and standard exchanges are not offered. Once an approved return is received and inspected, the refund is issued to the original payment method within 5 business days. Damaged, defective, or incorrect items are handled at no return-shipping cost to the customer.
Return eligibility is subject to the full policy. Opened, read, or unsealed books with broken seals or visible wear are final sale. Digital downloads, gift cards, and personalized products are non-refundable. Original shipping charges are not refunded for standard returns. Contact us within 7 days of delivery about damaged, defective, or incorrect items.
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