Happy Customers Everywhere

The author explains how companies can use happiness psychology to attract and keep customers, outlining such methods as connecting with a customer's values and creating products that help customers to achieve personal growth.

Auteur

Bernd Schmitt and Glenn Van Zutphen

Texte du rabat

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:

Contenu

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