- Hardcover: 216 pages
- Publisher: Berrett-Koehler Publishers (September 5, 2010)
- Language: English
- ISBN-10: 1605096989
- ISBN-13: 978-1605096988
Built to Love reveals how companies can
create captivating products that energize the marketplace and set the
standard for what customers want and expect. Firms often hope the answer
is to produce the latest high technology devices – only to find that
they fail to light up the marketplace. Or firms rely on ads that
overstate or mislead, leaving the customer disappointed and
disillusioned. Instead, a deeper emotional engagement between the
customer and product is required, regardless of whether the products are
physical products, services, technologies, software, systems, or
brands.
Using a
combination of industry-based research and laboratory experiments, the
authors demonstrate that customers will richly pay for products that
authentically provide emotional fulfillment. They uncover the science
behind successful products that create an avid and loyal following, and
they present evidence that product emotions increase a product’s success
in the marketplace as well as a firm’s success in the stock market
(even when the economy is down!).
A
practical how-to guide, the book next shows how to analyze customers’
emotional needs and translate those needs into features that galvanize
customers. Throughout, the book uses revealing case studies that show
how to energize customers in both consumer and business-to-business
worlds, in both large and small firms.
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