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Producing Customer Happiness: The Job to Do for Brand Innovation

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David W. Norton, Founder, Stone Mantel; Jeffrey F. Durgee, Associate Dean of Academic Affairs, Associate Professor of Marketing, Lally School of Management and Technology, Rensselaer Polytechnic Institute; Jeffrey VanDeVelde, Director, Client Experience and Loyalty, SunTrust Bank


So much time and energy has been spent on trying to satisfy consumers that marketers have forgotten what their customers really want-happiness. Yes, happiness is a big concept, but these authors have actually broken it down into four types: transformative, altruistic, perceptive, and utilitarian. Imagine these types existing on an axis on which the aim of this happiness (higher-purposed or utilitarian) and its source (through others or within themselves or an organization) dictate its position. The job of the designer or marketer is to align the product or service with at least one type of happiness. David Norton is the founder of Stone Mantel, a brand insights consultancy; Jeffrey Durgee is associate professor of marketing at Rensselaer Polytechnic Institute; and Jeffrey VanDeVelde is director of client experience and loyalty at SunTrustBank in Atlanta. They offer examples of products that cater to each of the four types of happiness, as well as some principles for figuring out which type yours might fit.




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Customer Experience CX, Social Media, Social Design, CX Design

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