In The Big Miss: How Businesses Overlook the Value of Emotions, Zhecho Dobrev reveals how organizations are frequently deceived by customers and fail to act on what they fail to notice-thus are missing the biggest driver of profitable customer behavior!

What are the emotional and subconscious drivers behind your customers' behavior? Do you have a science and data-based strategy to drive this in the direction you want?

In The Big Miss: How Businesses Overlook the Value of Emotions, Zhecho Dobrev reveals how organizations are frequently deceived by customers and fail to act on what they fail to notice-thus are missing the biggest driver of profitable customer behavior! His extensive research shows that emotions are the key drivers of customer behavior, yet few organizations have a strategy to evoke specific emotions based on science and data. Does yours?

In this book, the author provides business leaders with a practical framework for how to embed emotions in their business practices, which includes learning how to:

Discover the difference between what customers say and do
Create a data-based strategy around specific emotions
Use customer science to future-proof your business and make the most out of Digital Transformation, Data, and AI

...and much more.

Behind every business problem, there is a customer problem! This book will change how you think about customer behavior and challenge you to harness the business power of emotions.

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