Your customers are bombarded with choice, not just by the number of products they are exposed to, but within your individual product. How do you help them make positive choices? How can you remove any negative perceptions they have about your product? And why do they make the decisions they do? Alex is here again to walk you through the process of consumer choice and give you the tools to make your customers' lives easier. 

Recommended reading and references: 

Alan Wilson et al (book): ‘Services Marketing - Integrating Customer Focus Across the Firm

John Bicheno (book) -  'The Service Systems Toolbox'