The Secret Lives of Customers - by David S Duncan (Hardcover)
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<p/><br></br><p><b> About the Book </b></p></br></br>"Mogul 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. In 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. Through 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, The Secret Life of Customers will help anyone get in tune with what customers want, today and in the future"--<p/><br></br><p><b> Book Synopsis </b></p></br></br><b>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?</b> <p/>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. <p/>To crack the case, start thinking like a market detective. <p/>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. <p/>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.<p/><br></br><p><b> Review Quotes </b></p></br></br><br>"A fresh approach to understanding what customers really want, told through an entertaining detective story. This is essential reading for anyone looking to understand their customers, today and in the future."--<i><b>Karen S. Lynch, president and CEO, CVS Health</b></i><br><br>"A grand slam: an excellent detective story, with key lessons that are easy to grasp and rigorous. Learning to understand customers has never been so much fun--and so easy."--<i><b>Jacques Goulet, president, Sun Life Canada</b></i><br><br>"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."--<i><b>Mark Bertolini, former chairman and CEO, Aetna</b></i><br><br>"David Duncan's refreshingly human detective story enlightens and entertains while reminding us that 'small data'--curious conversation, the right questions, and empathy--may be the most powerful tools we have for uncovering what customers want from us."<b></b>--<i><b>Paul LeBlanc, president, Southern New Hampshire University</b></i><br><br>"Prepare to be hooked! With style, humor, and a lighthearted parable, <i>The</i><i>Secret Lives of Customers</i> will help you see your customers with fresh eyes. Dave Duncan explains the 'jobs to be done' concept better than anyone, and keeps you smiling, nodding, and eagerly turning the pages for more."--<i><b>Safi Bahcall, author of the international bestseller Loonshots</b></i><br><br>"The promise of the data and analytics revolution for improving customers' lives can only be realized if it's focused on asking--and answering--the right questions. Duncan provides a blueprint for how to do just this, and does so through an engaging, accessible story that everyone can relate to."--<i><b>Brian Cassin, CEO, Experian</b></i><br><p/><br></br><p><b> About the Author </b></p></br></br><p><b>David Scott Duncan </b>is a managing director at Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations. He is the coauthor of two previous books, including the <i>Wall Street Journal</i> bestseller <i>Competing Against Luck: The Story of Innovation and Customer Choice</i>, written with the legendary Harvard Business School professor Clayton Christensen. A leading authority on the theory and application of jobs to be done, Duncan has extensive experience conducting market investigations around the world. Prior to Innosight, he worked for four years as a consultant at McKinsey & Company and earned a PhD in physics from Harvard. He lives with his family in East Greenwich, RI. </p>
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