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The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior

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A "detective story" that delivers key insights for any businessperson asking the questions: who really are our customers, why do we lose them, how do we regain them?

Customers can be a mystery. Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them.

To crack the case, start thinking like a market detective.

David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why. The vivid characters of Tazza’s market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door—and how they can get them back.

The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have “jobs to be done.” They “hire” companies to solve a problem or fulfill a need and “fire” them when unhappy. Duncan’s fresh way of thinking about how to understand your customers’ secret lives provides an innovative path for solving whatever market mysteries you face.
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The Project Management Advisor: 18 Major Project Screw-Ups, and How to Cut Them off at the Pass
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In Borderlands Saints, Desirée A. Martín examines the rise and fall of popular saints and saint-like figures in the borderlands of the United States and Mexico. Focusing specifically on Teresa Urrea (La Santa de Cabora), Pancho...

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The Inquisition played a central role in European history. It moulded societies by enforcing religious and intellectual unity; it helped develop the judicial and police techniques which are the basis of those used today; and it helped lay the foundations for the persecution of witches. An understanding of the Inquisition is therefore...
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NEW EDITION OF---CUTTING-EDGE SOLUTIONS CUT-TO-THE-CHASE STYLE

In the race to put carrier-quality voice over IP (VoIP)——those using this book run faster and falter less. International expert Daniel Collins’ greatly enhanced Carrier Grade Voice over IP brings you leading-edge signaling schemes,...

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