Happy Customers Everywhere

How Your Business Can Profit from the Insights of Positive Psychology

Inbunden, Engelska, 2012

AvBernd Schmitt,Glenn Van Zutphen,Glenn van Zutphen

449 kr

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The best customer for any business is a content customer. The happy customer returns again and again, brings his friends and relatives, and their loyalty becomes a marketing platform of its own. But growing a loyal base is challenging, and what works brilliantly for one company might backfire on another. Over the last ten years, however, researchers and psychologists have begun to measure customer happiness in a meaningful way for the first time, and in this revealing look at the power of positive psychology Columbia business professor Bernd Schmitt explores how marketers and brand managers can harness customer experience through a three-pronged approach:*The Feel Good Method: Learn to make customers happy through the experience of pleasure and positive emotions and how those feel-good moments can transform a once-in-a-blue-moon customer to a committed loyalist.*The Meaningful Method: Engage customers through core values, including family, social responsibility, or the environment to attract passionate customers to your business.*The Learning and Growing Method: Help your customers in their own personal growth by making your product an important and indispensable part of their individual development.Schmitt shows marketers and brand managers how to determine which of these best fits their company and how to turn this insight into an authentic and successful campaign that will reach, grow, and sustain a loyal base of customers.

Produktinformation

Utgivningsdatum2012-05-31
Mått161 x 242 x 21 mm
Vikt428 g
FormatInbunden
SpråkEngelska
Antal sidor256
FörlagPalgrave Macmillan
ISBN9780230116450

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Försäljning och marknadsföring inom Ekonomi och Ledarskap

BERND SCHMITT Robert D. Calkins Professor International Business at Columbia University, USA, the Director of the Center on Global Brand Leadership, and CEO of the EX Group. He is a frequent keynote speaker at conferences worldwide, and has appeared on BBC, CNN, and on The Daily Show with Jon Stewart. Schmitt has written for The New York Times, the Asian Wall Street Journal, and the Financial Times, and is also the author of a handful of books, including Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more thantwenty languages.

SECTION 1: EXPERIENCE AND CUSTOMER HAPPINESS Customer Happiness: The Ultimate Goal and How to Achieve It Key Findings of 'Positive Psychology' SECTION 2: THE THREE ROUTES TO CUSTOMER HAPPINESS The Hedonic Route: Pleasure and Positive Emotions The Eudaimonic Route: Engagement and Meaning The Transformational Route: Growth and Development SECTION 3: CUSTOMER HAPPINESS AND THE ORGANIZATION Organizational Requirements for 'Happiness Management' The People Factor: Hedonic, Eudaimonic, and Transformational Experiences for Your Employees Metrics of Experience and Happiness Management SECTION 4: CONCLUSION From Happy Customers to Happy Profits

Praise for Experiential Marketing: 'Schmitt is a marketing guru ... He makes sense on every level - from the intellectual to the emotional.' - Ronald A. Galotti, president and publisher, Talk Media, Inc 'Experiential Marketing aims at the heart of e-customer relations. Schmitt is an extraordinary thinker and writer.' - Mary Olson, president and CEO, Transition Networks Praise for Big Think Strategy: 'Schmitt practices what he preaches. This book opens up minds - and tantalizing opportunities.' - Sir Martin Sorrell 'Schmitt ... created useful templates for organizations to come up with ideas that could be big.' - BNET Praise for Customer Experience Management: 'In all his work Bernd Schmitt sets about scraping away the conventional marketing wisdom. Schmitt's prescription makes it more satisfying to be a customer, more satisfying to be a brand manager.' - Martyn Straw, chief strategy officer, BBDO Worldwide 'With his groundbreaking new book, Schmitt answers a much-needed call for a practical way to enact experiential marketing. His dynamic and engaging voice makes this as entertaining as it is informative.' - John Quelch, Senior Associate Dean for international development, Harvard Business School, USA