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The Neuroscience of Customer Experience

Most innovators lack the precision needed to consistently create extraordinary experiences. But by augmenting design thinking with neuroscience, they can determine with greater accuracy what customers value, what brings them joy, and what reduces their frustration. Researchers have identified a set of brain signals that make experiences valuable, emotionally charged, and memorable. Their work shows that together, these signals boost customer loyalty and profitability and produce a desire to buy again.

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