Dr. Paul Marsden provides insights from the 2015 World Happiness Report. These insights can provide valuable guidelines for marketers seeking deeper engagement with their customers.
-Customer ratings of their happiness with product, service and brand experiences provide an opportunity for marketers to understand customer satisfaction. Happiness can be measured with the Cantril Ladder.
-Understanding the six drivers of human happiness revealed by this report (health, social support, household income/GDP, trust, generosity, and freedom) provide marketers with the key to positioning their products to satisfy these drivers.
-Knowledge of positive and negative human emotions can provide marketers with guidance when developing campaigns. Critically important to emotional happiness are freedom, generosity, and social support.
-Marketers can help customers achieve purpose and meaning in their lives, which are important factors for human happiness.
Aligning with customer happiness can provide opportunities for marketers.
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