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About Bill William J. Cusick (Oak Park, IL) is CEO and
Founder of Vox, Inc., a successful customer
experience consulting firm in Chicago. He
has worked with many Fortune 500
companies, including Allstate   Insurance, Zurich North America,   CNA, and AIG.
The Book As many businesses are discovering, customer behavior doesn't always make sense. That really shouldn't be surprising. As recent studies have shown, people tend to base their decisions on more subconscious, emotional desires than on rational, practical choices. What's more, customers aren't able to tell you accurately why they do what they do.

While reading All Customers Are Irrational I realized that I really did not have a clue as to what my customers think, feel, or want. Bill Cusick's groundbreaking insight into how customers REALLY think and respond was the catalyst for the paradigm shift I needed to go to the next level and connect with my customers.

Rick Roman, Chairman and CEO
The Signature Room at the 95th, Chicago, Illinois

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