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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:
Inhaltsverzeichnis
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
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
Produktdetails
Erscheinungsdatum
24. April 2012
Sprache
englisch
Seitenanzahl
256
Autor/Autorin
Bernd Schmitt, Glenn van Zutphen
Verlag/Hersteller
Produktart
gebunden
Gewicht
589 g
Größe (L/B/H)
235/157/20 mm
ISBN
9780230116450
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Pressestimmen
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 Networks
Praise 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.' - BNET
Praise 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, USA
'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 Networks
Praise 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.' - BNET
Praise 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, USA
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