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The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior Audiobook
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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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“A page turner that reads like a mystery but filled with practical insights for sleuthing out what your customers really want. With a cast of characters you’ll easily recognize, Duncan’s story is a blueprint anyone can use to solve the mysteries of customer behavior.”
— Mark Bertolini, former chairman and CEO, Aetna
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“Prepare to be hooked! With style, humor, and a lighthearted parable, The Secret Lives of Customers will help you see your customers with fresh eyes.”
— Safi Bahcall, author of Loonshots
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About David S. Duncan
DAVID S. DUNCAN is a senior partner at Innosight, and adviser to senior executives on innovation strategy and growth, helping them navigate disruptive change, create sustainable growth, and transform their organizations to thrive for the long-term. He is a graduate of Duke University and earned a Ph.D. in physics from Harvard University.
About David S. Duncan
JD Jackson is a theater professor, aspiring stage director, and award-winning audiobook narrator. He is a classically trained actor, and his television and film credits include roles on House, ER, Law & Order, Hack, Sherrybaby, Diary of a City Priest, and Lucky Number Slevin. He is the recipient of more than a dozen Earphones Awards for narration and an Odyssey Honor for G. Neri’s Ghetto Cowboy, and he was also named one of AudioFile magazine’s Best Voices of the Year for 2012 and 2013. An adjunct professor at Los Angeles Southwest College, he has an MFA in theater from Temple University.