Producing customer happiness: the job to do for brand innovation
Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 4
Norton D.W., Durgee J.F. and VanDeVelde J.Design Management Review, 2010, Vol. 21 No. 3, Start page: 6, No. of pages: 10
Observes that vast amounts of effort and money have been expended trying to satisfy customers, when what customers really want is to be happy. Sets out the authors’ model which categorizes four types of happiness (altruistic,utilitarian, perceptive, transformative) associated with the four variables of aim (higher purposed), through others; physical (sensorial), and locus (within self). Distils the underlying ideas implicit in this framework to provide three guiding principles, notably: to produce durable happiness, companies must have a long-term strategy for developing the emotional or social jobs their customers want; customers are predisposed to one of four general types of happiness and companies produce happiness when they engineer their brand experiences to run like well-designed emotive machines; and it is important to get the most out of key moments with customers by designing the brand experience to get emotional and social jobs done in a sequence that maximizes the impact of the type of happiness produced. Illustrates these points with particular reference to the real-life examples of Royal Caribbean International, an organizer of ocean cruises, and Facebook.Article type: Research paperISSN: 1045-7194Reference: 39BB497
Keywords: Brand management, Consumer behaviour, Customers,Design management, Marketing strategy, Product design
