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

Overview

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 ...

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

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Overview

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.

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Editorial Reviews

Publishers Weekly
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.
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From the Publisher
"An established expert on customer experience and global marketing strategy, Schmitt is also a prolific author, and in Happy Customers Everywhere he offers insights on customer satisfaction in the context of the growing field of positive psychology.”—Choice

“Explores the psychology behind making customers happy, sharing key insights from the burgeoning field of positive psychology…Rendered in digestible and practical sections, Schmitt makes a compelling case for the applications of positive psychology.”—Publishers Weekly

"Schmitt has done it again. First, he launched the experience marketing movement and now he shows us that happy customers are essential for any business.  This immensely practical book provides tools, best, and "next" practices for turning satisfied customers into happy, long-term loyalists."—Marty Holmish, Global Chief Marketing Officer, HP

“Schmitt’s links positive psychology to business strategy to provide a compelling framework for putting the customer at the center of business success. B2B companies must create meaningful ways to engage with and delight their customers and partners; Happy Customers Everywhere provides effective strategies that business leaders can use to achieve these goals.”—Susan Popper, SVP Marketing Communications & Experience, SAP Marketing

“Combining academic research and fascinating case studies, Bernd Schmitt takes us into the heads of our customers and then gives us specific methods to deliver customer happiness.  This book doesn't just tell us they ‘why.’  It teaches us the how to.”—Shep Hyken, customer service expert and New York Times bestselling author of The Amazement Revolution 

"A must-read for anyone who understands that in today's world it is imperative to have your consumers connect with your business and your brands on an emotional level. In order to create 'happy customers' who are loyal and generate buzz, marketers must strive to push beyond customer satisfaction — they must strive to also delight customers."—Maryam Banikarim, Sr. Vice President & Chief Marketing Officer Gannett Co., Inc.

"Schmitt shows us that it is no longer enough to just satisfy customers. His book provides solid and timely advice on how to delight customers, using both traditional and new media."—Torrence Boone, Managing Director, Google

“This book will help any business excel as it strives to innovate.  Innovation programs succeed when they consider not just functional improvements to products, but how they bring joy to customers. Schmitt’s engaging book is structured to help executives leverage customer insight and craft innovative products and services that will drive sales, loyalty and advocacy.”—Yoon Lee, VP, Global Product Innovation, Samsung Electronics America

“With a refreshing approach that integrates academic research and real-world business case studies, Schmitt has developed a practical guide for any organization dedicated to delighting its customers.  At a time when many brands focus more on acquiring new customers rather than taking care of those they already have, Schmitt helps prove that happy customers become loyal customers become outspoken advocates.  And he offers up evidence that loyal customers drive business results and improve shareholder value.”—Peter DeNunzio, President, U.S. Customer Loyalty, Aimia

"If customer satisfaction is your key performance indicator for marketplace success, then reading this book may cause you to think twice. Happy Customers Everywhere is an inspired mash-up of principles culled from experiential marketing and the positive psychology movement.   Bernd Schmitt persuasively argues that customer happiness can provide immense value to a business and shows executives how they can apply the models developed by Martin Seligman and other positive psychology proponents to help customers achieve happiness, rather than just satisfaction.   He complements his practical advice, with extensive case studies and examples of what well-known (and not so well-known) organizations are already doing.    In doing so, he provides a roadmap that businesses can use to create happy customers willing to share their positive views with the world."—Jonathan Copulsky, author of Brand Resilience and National Managing Director, Eminence, Deloitte

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Product Details

  • ISBN-13: 9780230116450
  • Publisher: St. Martin's Press
  • Publication date: 4/24/2012
  • Pages: 256
  • Sales rank: 545,322
  • Product dimensions: 6.42 (w) x 9.32 (h) x 0.86 (d)

Meet the Author

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.

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Table of Contents

Preface vii

Acknowledgments ix

1 The Case for Customer Happiness 1

2 What Can Positive Psychology Teach Us? 25

3 The "Feel Good" Method 55

4 The "Values-and-Meaning" Method 79

5 The "Engagement" Method 105

6 Happiness Touchpoints 125

7 How to Get Your Organization Focused on Customer Happiness 161

8 Your Happy Workforce 187

9 Happy Citizens Anywhere? 209

Notes 231

General Index 241

Company and Brand Index 245

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