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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.
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