Understanding and Influencing Customer Decisions - an Essential Ingredient for Meeting their Desires

摘要

Those of us who have dealt with large customers are often surprised when they do not appear to behave in a rational or consistent way. If customers are indeed neither rational nor consistent, how is it possible to offer a magic potion to meet their desires? I propose a framework to help make sense of what is happening 'in and around the customer' and suggest that one way of meeting customer desires is to shape them as they emerge.