- 65,00 kr
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.
Schmitt (Experiential Marketing), professor of international business and director of the Center on Global Brand Leadership at the Columbia Business School, explores the psychology behind making customers happy, sharing key insights from the burgeoning field of positive psychology that focus on the emotional aspects of purchasing. Using timely corporate examples from Whole Foods and the Toyota Prius, to Skype and BMW Schmitt outlines three ways to increase customer happiness: the "Feel Good" method, the "Values and Meaning" method, and the "Engagement" method, explaining in detail how leaders can put them into practice. Particularly relevant is the chapter on "Organizational Requirements for Customer Happiness," wherein Schmitt presents a "five-step framework" that will enable employers "to deliver customer happiness on a sustainable basis." In addition to focusing on the needs of the patron, and showing managers and marketers how to develop methodologies for satisfying consumers, the author also reveals how fostering a positive workforce can increase a business's "competitive advantage." Rendered in digestible and practical sections, Schmitt makes a compelling case for the applications of positive psychology.