Customer Science

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