{"product_id":"the-secret-lives-of-customers-isbn-9781541774506","title":"The Secret Lives of Customers","description":"\u003cdiv\u003e\u003cb\u003eA \"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?\u003c\/b\u003e\u003c\/div\u003e\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\u003cdiv\u003eMogul 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.\u003cbr\u003e\u003cbr\u003eIn 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.\u003cbr\u003e\u003cbr\u003eThrough 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,  \u003ci\u003eThe Secret Life of Customers \u003c\/i\u003ewill help anyone get in tune with what  customers want, today and in the future.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e","brand":"PublicAffairs","offers":[{"title":"Default Title","offer_id":44895428968677,"sku":"NP9781541774506","price":18.99,"currency_code":"USD","in_stock":false}],"url":"https:\/\/k12savings.com\/es\/products\/the-secret-lives-of-customers-isbn-9781541774506","provider":"K12savings","version":"1.0","type":"link"}