Chapter 2 Imperative 1: Recognize that Customers Decide Emotionally and Justify Rationally

Chapter 3 Imperative 2: Embrace the All-Encompassing Nature of Customers’ Irrationality

Chapter 4 Imperative 3: Understand that Customers’ Minds Can Be in Conflict with Themselves

Chapter 5 Imperative 3(Continued): Understand that Customers’ Minds Can Be in Conflict with Themselves

Chapter 6 Imperative 4: Commit Yourself to Understanding and Predicting Customer Habits and Behaviors

Chapter 7 Imperative 5: Uncover the Hidden Causes and Unintended Consequences of Customers Wanting Things to Be Easy

Chapter 8 Imperative 6: Accept that Apparently Irrelevant Aspects of Your Customer Experience Are Sometimes the Most Important Aspects

Chapter 9 Imperative 7: Realize the Only Way to Build Customer Loyalty Is through Customer Memories

Chapter 10 How to Move to the Next Level of Customer Experience

Chapter 11 Customer Experience Is a Journey, Not a Destination