New Marketing Book Says Consumer Polls May Not Reflect Actual Spending Behavior

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The inventors of Persuasion Architecture, Bryan and Jeff Eisenberg, assert that customer loyalty is a better performance indicator than customer satisfaction.

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Each phase in our cursory history of commerce has been about the seller providing the buyer with a more delightful experience.

Consumer polls have always been a means of identifying customer satisfaction following a purchase. It is the customer’s feedback that ensures the business is accommodating the customer effectively. But according to a new marketing book by New York Times and Wall Street Journal bestselling authors Jeff and Bryan Eisenberg, the key to evaluating business performance lies not in what the customers say, but what they pay.

In their new New York Times and Wall Street Journal bestselling marketing book “Waiting for Your Cat to Bark?” the Eisenberg brothers write, “Each phase in our cursory history of commerce has been about the seller providing the buyer with a more delightful experience.” But as they explain, satisfaction is an inherently fleeting experience, and customers may indicate they were satisfied, right before they make a switch to a leading competitor. They quote Fredrick F. Reichheld, director of Bain and Company: “Loyalty is a far more accurate measure of how a business is performing,” and as he eloquently phrases it, “It's not how satisfied you keep your customer, its how many satisfied customers you keep.”

The Eisenberg brothers are founders of the Future Now, Inc., which is pushing the envelope in Internet marketing by implementing techniques to optimize website performance. They make this possible through their approach using Persuasion Architecture. Through this method they provide an outline for website and media developments which anticipate the demands of a customer. This allows business to effectively build the website according to the needs of that particular identity.

In “Waiting for Your Cat to Bark?” the Eisenbergs distinguish the need for business to develop a proper empathy for the customer. By viewing the buying experience from the standpoint of different customers, businesses can more aptly discern the demands of the purchaser.

Principals of Future Now, Inc., Bryan and Jeffrey Eisenberg help companies maximize results by incorporating expert persuasion techniques into website design as well as email marketing, development, and implementation. Co-authors of the New York Times and Wall Street Journal bestseller “Call to Action: Secret Formulas to Improve Online Results,” the Eisenbergs developed the patent-pending Persuasion Architecture marketing framework at the heart of “Waiting for Your Cat to Bark?”

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Michael Drew

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