FEB - MAR 2022CIOAPPLICATIONSEUROPE.COM8ALEX GENOV, HEAD OF CUSTOMER RESEARCH, ZAPPOS.COMlex is an experienced customer research professional who applies his Experimental Social Psychology background and his passion for research, design, and innovation to solving important customer and business problems. His professional goal is to help teams create remarkable products and services which make people's lives easier and more enjoyable.Currently Alex is leading Customer Research for the Zappos Family of Companies. In previous positions, he was responsible for research and usability of the products and services for companies like TurboTax (Intuit), State Farm Insurance, and the Active Network. He has over 20years of relevant experience ­ 5 years of academic research and over 15 years of customer research in the software industry. Alex received his PhD in Experimental Social Psychology from Clark University. His areas of research include: defining and measuring emotions, individual differences, usability, and consumer segmentation.In 1675, Sir Issac Newton wrote, "If I have seen further it is by standing on the shoulders of giants." In 2021, we acknowledge some of the intellectual giants on whose shoulders we are standing. Those include over 200 years of modern scientific Psychology; Jakob von Uexküll, the 19th century biologist who demonstrated the existence of a multitude of perceptual worlds; Professor Roberto Verganti, who has proposed that innovating on meaning is much more powerful in developing products and services people love than innovating on solutions to problems; Professor Peter Fader, who teaches a customer-centric way for companies to be very successful and points out that all customers are not created equal; Danny Meyer, the famed restaurateur and businessman who has shown that businesses can trigger positive emotions and create long lasting employee and customer loyalty through the idea of hospitality; Tony Hsieh, the entrepreneur and innovator who started one of the first online e-commerce stores and helped change how we work and how we deliver not only products and services but also happiness to customers and others. We wrote the book hoping to achieve two things. One is to help change readers' minds, to provide another way of thinking about customer data, and to inspire towards action. The other is to provide some tools and know-how to help business AIN MYOPINIONForget The Customer, See The Person
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