Happy Customers Everywhere How Your Business Can Profit from the Insights of Positive Psychology

by Schmitt, Bernd; Van Zutphen, Glenn

• ISBN13: 9780230116450
• ISBN10: 0230116450
• Format: Hardcover
• Copyright: 2012-04-24
• Publisher: St. Martin's Press

Summary

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.

Author Biography

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.

Glenn van Zutphen was a working journalist for 26 years for the likes of CNN International and CNBC Asia. He owns VanMedia Group, a Singapore-based media consulting firm. www.vanmediagroup.com.

Table of Contents

Praise for Experiential Marketing:
"Schmitt is a marketing guru . . . He makes sense on every level - from the intellectual to the emotional." - Ronald A. Galotti, president and publisher, Talk Media, Inc.
"Experiential Marketing aims at the heart of e-customer relations. Schmitt is an extraordinary thinker and writer." - Mary Olson, president and CEO, Transition NetworksPraise for Big Think Strategy:
"Schmitt practices what he preaches. This book opens up minds - and tantalizing opportunities." - Sir Martin Sorrell"Schmitt . . . created useful templates for organizations to come up with ideas that could be big." - BNETPraise for Customer Experience Management:"In all his work Bernd Schmitt sets about scraping away the conventional marketing wisdom. Schmitt’s prescription makes it more satisfying to be a customer, more satisfying to be a brand manager." - Martyn Straw, chief strategy officer, BBDO Worldwide"With his groundbreaking new book, Schmitt answers a much-needed call for a practical way to enact experiential marketing. His dynamic and engaging voice makes this as entertaining as it is informative." - John Quelch, senior associate dean for international development, Harvard Business School