Every business knows that the best customer is a happy customer. They return again and again, bring their friends and family, and deliver tons of free advertising via word of mouth and social media. But in order to grow that loyal base, you must be keenly aware of your customers' needs and preferences. Drawing on the latest research in the exploding field of positive psychology, Columbia Business School professor Bernd Schmitt offers three unique approaches any business can use to turning a casual customer into a committed fan:
Every business knows that the best customer is a happy customer. They return again and again, bring their friends and family, and deliver tons of free advertising via word of mouth and social media. But in order to grow that loyal base, you must be keenly aware of your customers' needs and preferences. Drawing on the latest research in the exploding field of positive psychology, Columbia Business School professor Bernd Schmitt offers three unique approaches any business can use to turning a casual customer into a committed fan:
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
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
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