title: The Intuitive Customer: 7 Imperatives For Moving Your Customer Experience to the Next Level
author:  Colin Shaw 
description: Consumers are unreasonable  but they're not stupid. We all like to think we make rational choices. But thirty years' of research has shown that what we actually do is make instinctive, 'gut' choices and then reverse engineer a set of rational criteria to justify that choice in order to fool ourselves into believing that we are not being unreasonable. The funny thing is that those gut choices consumers make are often better than the ones they make when they actively and rationally consider their options. In other words  consumers are sensibly unreasonable. The problem is that a lot of marketing is reasonable  but stupid. <br /><br />Why does every marketing brochure include a list of features and benefits that are based on the assumption that consumers are making a logical, cognitive choice? We know that they are not, but we keep doing it! By concentrating on providing cognitive solutions to emotional needs, marketing is trying to solve the wrong problem. What matters is how customers feel. You need to understand what makes consumers behave a certain way and then use that knowledge to shape the experience you deliver to the customer.<br /><br />This book is about Behavioral Economics and consumer psychology. Building on the work of Daniel Kahneman (<em>Thinking Fast and Slow</em>), Dan Ariely (<em>Predictably Irrational</em>) and others, Shaw and Hamilton unpack this new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences. <br />
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  The Intuitive Customer
  
  
  
  
  
  Colin Shaw • Ryan Hamilton
  
  
  The Intuitive
  
  
  Customer
  
  
  7 Imperatives For Moving Your Customer
  
  
  Experience to the Next Level
  
  
  Colin Shaw
  
  
  Ryan Hamilton
  
  
  Founder and CEO
  
  
  Associate Professor of Marketing
  
  
  Beyond Philosophy
  
  
  Emory University’s Goizueta
  
  
  Orlando , USA
  
  
  Business School
  
  
  Atlanta , USA
  
  
  
  
  
  ISBN
  
  
  978-1-137-53428-6
  
  
  
  
  
  ISBN
  
  
  978-1-137-53430-9 (eBook)
  
  
  DOI 10.1057/978-1-137-53430-9
  
  
  Library of Congress Control Number: 2016947373
  
  
  © Th
  
  
  e Editor(s) (if applicable) and Th
  
  
  e Author(s) 2016
  
  
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  e author(s) has/have asserted their right(s) to be identifi ed as the
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  Act 1988.
  
  
  Th
  
  
  is work is subject to copyright. All rights are solely and exclusively
  licensed by the Publisher, whether the whole or part of the material is
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