I guess it makes sense that happy customers = $$$ but now there is a book that goes into the who, what and why of it.
Bernd Schmitt a professor, speaker and author latest book is Happy Customers Everywhere and draws on the latest research in the exploding field of positive psychology. SCHMITT offers three unique approaches any business can use to turning a casual customer into a committed fan:
The Feel-Good Method: Use the experience of pleasure and positive emotion to hook new customers, and watch those feel-good moments transform a casual customer into a committed loyalist
The Values-and-Meaning Method: Attract passionate customers by appealing to their core values, like being socially responsible, protecting the environment, or living a simple life
The Engagement Method: Get customers to notice a unique or limited offer, immerse them in the experience, and have them share it with friends and family.
Schmitt shows marketers, brand managers, and entrepreneurs how to design an authentic and successful campaign that will reach, grow, and sustain a devoted base of customers.
Here is a podcast I did with Schmitt about his book:
Video interview here.http://youtu.be/j69oPtIg7bA