Happy customers everywhere
Subtitle: how your business can profit from the insights of positive psychology
By: Bernd Schmitt with Glenn Van Zutphen
Contributors: Van Zutphen, Glenn
Publisher: Palgrave Macmillan
Published: 2012
Place of publication: New York
Language: eng
ISBN-13: 9780230116450
Subjects: Consumer behavior; Consumption (Economics); Psychological aspects; BUSINESS & ECONOMICS / Marketing / General; Consumers' preferences; BUSINESS & ECONOMICS / Consumer Behavior
Description: "The best customer for any business is a happy customer. He returns again and again, brings his friends and relatives, and his 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 seriously measure what triggers happiness for the first time, and in this revealing look at the commercial power of positive psychology Columbia business professor Bernd Schmitt explores how marketers and brand managers can harness customer emotion through one of three approaches: The Feel Good Method: Hook customers through the experience of pleasure and positive emotions, and let those feel-good moments 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 achieve personal growth by making your product an 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. "--
Notes: Includes index.