Bernd Schmitt, Glenn van Zutphen

Happy Customers Everywhere (eBook, ePUB)

How Your Business Can Profit from the Insights of Positive Psychology

• Format: ePub

Produktbeschreibung

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:

. The Feel-Good Method: Use the experience of pleasure and positive emotion to hook new customers, and watch those feel-good moments transform an impulsive buyer into a committed loyalist.

. The Values-and-Meaning Method: Attract passionate customers by appealing to their core values, like being socially responsible, protecting the environment, or living a simple life

. The Engagement Method: Get customers to notice a unique or limited offer, immerse them in the experience, and have them share it with friends and family.

Schmitt shows marketers, brand managers, and entrepreneurs how to design an authentic and successful campaign that will reach, grow, and sustain a devoted base of customers.

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Produktdetails

• Verlag: St. Martin's Publishing Group
• Seitenzahl: 256
• Erscheinungstermin: 24. April 2012
• Englisch
• ISBN-13: 9781137000460
• Artikelnr.: 39552257

Autorenporträt

Bernd Schmitt is the Robert D. Calkins Professor of International Business at Columbia University, 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 the BBC, CNBC, CNN, and The Daily Show. Schmitt has written for The New York Times, The Asian Wall Street Journal, and Financial Times, and is also the author of several books including Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 20 languages. He lives in New York City.

Inhaltsangabe

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