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The Black Box in Action

In: Customer Experience

Author

Listed:
  • Colin Shaw

    (Beyond Philosophy)

  • Qaalfa Dibeehi

    (Beyond Philosophy)

  • Steven Walden

    (Beyond Philosophy)

Abstract

Of all the questions neuroexperience can help businesses answer, perhaps none is more crucial than providing clarity about how customers go about making decisions. This involves questions such as: ■ How do customers process marketing information? ■ Why do customers choose certain brands over others? ■ What are the earliest signs that customer expectations are not being met? ■ How do customers perceive the Customer Experience the business provides? ■ How do customers assess risk and reward?

Suggested Citation

  • Colin Shaw & Qaalfa Dibeehi & Steven Walden, 2010. "The Black Box in Action," Palgrave Macmillan Books, in: Customer Experience, chapter 10, pages 161-178, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29177-5_10
    DOI: 10.1057/9780230291775_10
    as

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