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A vida secreta dos clientes [The Secret Life of Customers]
Uma história sobre o misterioso comportamento dos consumidores: quem são, por que os perdemos e como trazê-los de volta [A Detective Story About Solving the Mystery of Customer Behavior]
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A vida secreta dos clientes [The Secret Life of Customers]
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Narrado por:
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Roberto Rocha
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De:
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David S. Duncan
Acerca de esta escucha
Uma história sobre o misterioso comportamento dos consumidores: quem são, por que os perdemos e como trazê-los de volta.
Uma nova abordagem para compreender o que o cliente realmente quer, hoje e no futuro.
Os clientes podem ser um verdadeiro mistério–e para desvendar seu comportamento é preciso pensar como um detetive.
Neste audiolivro, David S. Duncan conta a história da rede fictícia de cafés Tazza, que está perdendo sua clientela mais fiel às vésperas de abrir o capital na bolsa.
Um “detetive de mercado” é convocado para elucidar o enigma. Ele conversa com as pessoas, observa, identifica padrões e busca soluções para reconquistar o público.
Por meio da trajetória da Tazza, o autor trata dos desafios enfrentados por muitas organizações da vida real e apresenta uma ideia simples e poderosa que muda a forma como a maioria das empresas vê seus clientes.
Sua tese é de que os clientes têm “trabalhos a serem realizados” e “contratam” as empresas para suprir suas demandas–mas, quando não ficam satisfeitos, eles as “demitem”.
A abordagem inovadora de Duncan oferece um caminho transformador para entender os consumidores e resolver qualquer mistério de mercado.
Please note: This audiobook is in Brazilian Portuguese.
OBSERVAÇÃO: Quando comprar este título, o PDF que o acompanha estará disponível em sua Biblioteca Audible junto com o áudio.
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