Customer Science examines the strategic principles that define the customer experience. Building on the recent findings in the domains of behavioral economics and social psychology, this book discusses the customer experience from three different perspectives: what customers do—how they identify a problem, seek a solution, and interact with the offering; what they think and feel during this process—how they evaluate different market offerings; and what motivates their behavior—why they act the way they do. In this context, it examines all components of the customer experience—from activating a need to buying a company’s offerings, to becoming a loyal customer and advocate for the company. The different stages of customer interaction with the company and its offerings are presented in the form of a customer experience map, which is the organizing principle for this book. The customer experience map is the blueprint for understanding the different stages of the customer experience and facilitating managerial decision making at each stage. The customer experience map is also the foundation of the customer experience canvas, a practical tool to identify the key questions managers should ask as they strive to create impactful customer experiences.

Book Information
Published July 2022| ISBN: 9781936572755 (Paperback); 9781936572786 (Hardcover)
Physical copy: Amazon.com | Barnes & Noble
eBook: Kindle | Apple Books | VitalSource
Bookstores can place orders with Ingram or Cerebellum Press
Permissions can be obtained from Copyright.com, Study.Net, XanEdu, and Cerebellum Press

Table of Contents
Customer Science contains eight chapters as follows:

• CHAPTER 1: CUSTOMER SCIENCE AS A TOOL FOR CREATING MARKET VALUE
  Customer Science as a Business Discipline
  Customer Science and Managerial Intuition
  Customer Science and Marketing Research
  Customer Science, Data Analytics, and Artificial Intelligence
  The Customer Science Framework for Creating Customer Value

• CHAPTER 2: DESIGNING MEANINGFUL TRIGGERS
  Needs and Triggers
  Triggers as Action Drivers
  Triggering Functional Needs
  Triggering Emotional Needs
  Triggering Identity Needs

• CHAPTER 3: CREATING AN ENGAGEMENT MINDSET
  Thinking Fast and Slow
  Drawing Attention
  Attention and Information Processing
  The Power of Associations
  Managing Involvement

• CHAPTER 4: CREATING CUSTOMER VALUE
  Understanding Customer Value
  Reference-Point Dependence
  Loss Aversion
  Diminishing Marginal Value
  Inferential Reasoning
  The Three Domains of Customer Value

• CHAPTER 5: CRAFTING THE CHOICE ARCHITECTURE
  Thinking and Deciding
  Choice Based on Reasons
  The Invisible Influence of Choice Context
  Choice Overload and Decision Fatigue
  The Power of Defaults

• CHAPTER 6: BEHAVIORAL NUDGING
  From Choice to Purchase
  Action Drivers and Action Barriers
  Cognitive Barriers to Action
  Emotional Barriers to Action
  Implementational Barriers to Action

• CHAPTER 7: ORCHESTRATING IMPACTFUL EXPERIENCES
  The Consumption Experience as a Process
  Key Consumption Decisions
  The Power of Habituation
  Emotional Engagement
  Creating Memories

• CHAPTER 8: MANAGING CUSTOMER LOYALTY
  Understanding Customer Loyalty
  Functional Loyalty
  Emotional Loyalty
  Identity Loyalty
  Behavioral Loyalty