Consumers don't want to be "satisfied," - they want to be happy. Your product's long-term success depends on loftier goals and a broader array of design strategies that deliver emotional and social results for your customers. Consumers don't want to be "satisfied" - they want to be happy. And here's the rub: For all the millions of dollars spent on customer satisfaction initiatives, and for all the brand innovations companies have created over decades, consumers are no happier today than they were 50 years ago. It is possible to go beyond mere satisfaction to produce customer happiness. But to get the job done, companies need to bring to market solutions that actually increase both the feelings and the meaning that customers ascribe to being happy. When a company decides to commit itself to producing durable happiness, its innovations last longer, its brands deliver, and those brands create lasting loyalty. We provide principles for designing brand experiences to facilitate increased happiness by focusing on the jobs to get done, the four customer "dispositions" toward happiness, and the key moments that have the greatest impact over a longer time period.
展开▼
