The Customer Science Handbook - Alexander Chernev

Creating impactful customer experiences is at the core of a company's business model. However, the principles behind it are often misunderstood and driven by intuition rather than grounded in scientific knowledge. The Customer Science Handbook provides a systematic, powerful, and practical approach to designing transformative customer experiences.

Building on decades of research from psychology, behavioral economics, and marketing, this book offers insights into the forces that shape customer behavior. It reveals proven principles employed by leading marketing companies and demonstrates how to systematically design and implement impactful customer strategies that deliver results.

The Customer Experience Canvas presented in this book outlines the key aspects of the customer experience to help you develop strategies to manage it. From triggering dormant needs and engaging customers to designing impactful consumption experiences and building loyalty, this book demonstrates how to create enduring customer value.