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Bezig met laden... The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior (editie 2021)door David S Duncan (Auteur)
Informatie over het werkThe Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior door David S. Duncan
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 Meld je aan bij LibraryThing om erachter te komen of je dit boek goed zult vinden. Op dit moment geen Discussie gesprekken over dit boek.  ZoharLaor | May 28, 2021 |  geen besprekingen | voeg een bespreking toe
"Mogul William Goldman's zinger about the movie business--'nobody knows nothing'--can easily be said today about companies and their customers. Despite big data and a mind-boggling array of analytical tools, companies still grasp at straws when trying to understand who their customers are; why they buy their products and services--or don't; why they lose them; and how to regain them. In an entertaining detective story, David Scott Duncan tells the tale of Tazza, a fictional regional chain of Boston-based cafes trying to go big time. The only problem: sales are declining at several key stores and they can't figure out why. The cast of characters include Cate Forrest, Tazza's CEO, Alex Baker, a 'market detective,' Jordan Sims, a young computer whiz at Tazza, and Ed Amato, the 'Mayor' of Tazza--their most loyal customer-who has stopped visiting their stores. Eventually, Jordan discovers why the 'Mayor' has fired Tazza, a revelation that leads to the 'a-ha moment' that enables the company to get its ship in order. Through this parable, Duncan shows that until a company understands why customers 'hire' and 'fire' them, they literally know nothing. Ending with practical tools to help anyone learn craft of understanding customers, The Secret Life of Customers will help anyone get in tune with what customers want, today and in the future"-- Geen bibliotheekbeschrijvingen gevonden. |
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 Google Books — Bezig met laden...GenresDewey Decimale Classificatie (DDC)658.8342Technology Management and auxiliary services Management Of MarketingLC-classificatieWaarderingGemiddelde: (4)
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The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior by David S Duncan is a business book with a unique way of thinking about tailoring your business to its customers and not the other way around. Mr. Duncan is a senior partner, executive, and advisor on strategy and growth.
This is a short book which follows around a “detective” hired to find out why a business is losing customers. The author shows how his ideas can be implemented through an alter-ego consultant hired by a small chain of cafes. Tazza has been losing customers and don’t know why, but they’re going to find out.
It was interesting that one of the lessons is that people want to feel as being a part of a community. After all, COVID this has been more prominent than before. From some reason I’ve been seeing this front and center and many articles.
Above all, through its story, shows the reader how to ask the right questions. Accordingly, one needs get the answers, and sometimes they’re not necessarily the ones you want. The author created several characters (consultant, data mining genius, owner, new executive, etc.) to illustrate multiple angles of an issue. The different roles also play into the discussion, with questions that might arise from the findings as pertaining to their own agenda.
The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior by David S Duncan finishes with the author reiterating, clarifying, and explain his method to elicit answers, and more importantly, figure out what the problem is in the first place.
The book was a lot more entertaining than I thought it would be. The parable of Tazza’s issues worked very well to bring across the author’s ideas and system. There is even a “Market Detective” website – https://marketdetective.com/.
I learned several things from this book, most importantly it reminded me to keep an open mind, as well as to try and think differently. Another key point, as in almost all industries, finding the root cause of the problem is the most difficult part,. Afterwards, the solution usually presents itself afterwards.
Extra bonus points for the Sherlock Holmes quotations throughout. (