Offers data-driven proof that products and services appealing to customeras emotional needs outsell the competition Provides a clear method and set of tools to enable companies to develop high emotion products and services Includes case examples from a wide variety of industries Emotion is the single greatest lever in building enduring relationships with customersaitas what makes them not just purchase a product or service, but get excited about it. Leading companies do more than produce things that work better. They address their customersa emotional needsathey make them feel better. But this isnat something you can add on after the fact. Your products and services must be built to love from the very start. This book shows you how. Peter Boatwright and Jonathan Cagan have worked on product and brand strategy with market leaders like Apple, Whirlpool, International Truck, PGaE, and many others. Theyave found that to really connect with customers emotions must be generated by the product itself, not simply tacked on through advertising. And they prove the bottom-line value of product-driven emotion by analyzing the stock performance of companies that sell high-emotion products and through data that show people are willing to pay more for products with emotionally-rich features. After showing that authentic product emotion really does pay off, they move on to howahow emotion can be broken down into its core building blocks, how it is then used to develop new products and services, and how product touchpoints ain particular visual touchpoints a deliver those emotions. Engaging case studies from a variety of industries will help you understand how to integrate emotion into your products and services, regardless of the nature of your business. Emotion is fundamental to all that is human, including the products we enjoy. Built to Love will help you gain loyal, even fanatical customers by going beyond mere efficiency and speaking to their deepest needs and wants.They address their customersa emotional needsathey make them feel better. But this isnat something you can add on after the fact. Your products and services must be built to love from the very start. This book shows you how.
|Title||:||Built to Love|
|Author||:||Peter Boatwright, Jonathan Cagan|
|Publisher||:||Berrett-Koehler Publishers - 2010-09-13|