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Acknowledgments vii
Chapter 1 How Tweaking the Customer Experience Grows Your Business 1
Chapter 2 Technology Armed Consumers with Mighty Big Bullets 15
Chapter 3 The Purchase Funnel: Understanding the Customer Experience from Top to Bottom 23
Chapter 4 We're Not "One Size Fits All" Anymore 33
Chapter 5 How to Think Like People Not Like You 41
Chapter 6 How to Build Social Media into the Customer Experience 57
Chapter 7 Your Employees May Kill Your Business, Unless They Know How to Serve Customers Who Aren't Like Them 79
Chapter 8 Seven Principles for Creating a Customer Experience for People Not Like You 91
Chapter 9 Matures, Boomers, Gen X, Gen Y, and Gen Z 103
Chapter 10 Women and Families 119
Chapter 11 Hispanics/Latinos 137
Chapter 12 Serving Different Racial and Ethnic Communities 155
Chapter 13 Gay, Lesbian, Bisexual, and Transgendered Customers 179
Conclusion 187
Index 191
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