Customer Manipulation

Adam and Jeannie interview Chloë Thomas, author of Customer Manipulation.

About our guest:

Chloë Thomas is an eCommerce expert focused on eCommerce strategy and marketing, to help eCommerce people make better decisions as they build their path to success. Author of 4 books, keynote speaker, and host of the eCommerce MasterPlan Podcast. Her latest book is currently riding high in the Amazon rankings – Customer Manipulation: How to Influence your Customers to Buy More and Why and Ethical Approach will Always Win.

Connect with Chloë

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Why call it “Customer Manipulation?”

Many businesses are struggling because they refuse to think of it this way. But in reality, it is our jobs as marketers to manipulate customer behavior. We use whatever tools we can to attract customers, to get them to spend more, then send new customers our way.

So how can we keep a handle on customer behavior, without being pushy or feeling guilty?

Chloe explains how to use the customer conversation as the “global term for all interactions customers have with your business.” A prevalent theme in Chloë’s book, it’s not just talk. It’s about building trust through consistency, great customer service, and getting customers to share their positive experiences with others.

Can you stay in control of your own customer conversation? Listen in!

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