All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back Review

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All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back ReviewI was first excited when I saw the basic premise that this book offers. Of course! I thought, this makes sense, customers DO behave irrationally. And this book (I hope) offers some insight as to how to use this to an advantage.
Well, that was wrong. Drawing from the work of others who actually did research in this field, Mr Cusick has basically nothing to add. A bibliography of the people he's read would provide more useful content than the entirety of his often aimlessly rambling work. Anything of any substance is work done by others, which I am now interested in reading. His own contribution to the subject is to promote his own company, which does consulting. And not even anything innovative or new.
In the first chapter he makes a point in the first few paragraphs. The point is that retaining customers is cheaper and easier than marketing for new ones. Then he spends the rest of the entire chapter repeating himself. And then he continues later in the book to repeat this again.
I kept hoping throughout this book that he would expose something of value in terms of how to use the customer's irrational subconscious. Got it, they're irrational. So what do you DO? His best answer to this is to do testing. Well, if you're in marketing and know what you're doing, you're already doing testing. So what? I don't need a book based on other people's research to tell me that.
I think he wrote the book to get his name and his company's name out there. To get more clients. It's more of a long-winded pamphlet for his firm than anything with any real substance.
Heck, if it were at least funny or engaging I would give it two stars, but even the delivery is dead flat.All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back Overview

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