PublishedPalgrave, April 2012 |
ISBN9780230116450 |
FormatHardcover, 256 pages |
Dimensions24.2cm × 16.1cm × 2.1cm |
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.
