Forget ‘customer satisfaction’, what matters is ‘life satisfaction’.
Here’s a great study in the latest edition of the wonderfully titled academic ‘Journal of Happiness & Well-Being‘ that can help you understand and deliver customer happiness.
The key takeout for marketers is customer happiness is not about satisfaction with a product or brand, it’s about how we help enhance the life satisfaction of our customers.
The study investigated the idea of human happiness and summarised recent psychology of that shows that to achieve high levels of ‘Subjective Well Being’ (SWB) – as happiness is known in psychology, we need to experience three things
- Frequent positive affect
- Low levels of negative affect
- High satisfaction with life
We need all three to be happy. Interestingly, the study found that people seem to be intuitively aware that these are the three factors that drive overall happiness.
Why is this relevant for marketers? Simply put, we may over focus on immediate ‘affect’ – people’s emotional response to our ads or products – (removing negative affect, adding positive affect – or in plain English are we are creating smiles or relieving pains). This is good, but not sufficient, and it is very brand-centric. Instead, we need to take a human-first perspective, and understand how what we do fits into people’s lives and influences their perceptions of life satisfaction.
Good marketing and good products enhance life satisfaction.
Tall order, but at least by asking the right questions, we’ll be on the right path
- Are we increasingly positive affect?
- Are we reducing negative affect?
- Are we increasing satisfaction with life?
The measure of good marketing is not ‘brand satisfaction’ or ‘customer satisfaction’, it’s ‘life satisfaction’.
The points you have made for enhancing customers life satisfaction are good and considerable.
Ragavi from Ecbilla
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It’s fascinating how the study delved into the concept of human happiness and highlighted the importance of frequent positive affect, low levels of negative affect, and high satisfaction with life in achieving high levels of ‘Subjective Well Being’ (SWB).
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It’s interesting how psychology connects happiness to positive experiences and life satisfaction.
This study is a great reminder that true customer happiness goes beyond product satisfaction, it’s about enhancing overall life satisfaction. Marketers should shift from brand-centric to human-centric strategies that genuinely improve how people feel and live.
The study investigated the idea of human happiness
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Great insights here! I love how you broke down the three outcomes—especially the emphasis on emotional connection. It’s fascinating to see how that plays into customer happiness, much like in FNAF 3 with its intense atmosphere driving player engagement. Thanks for sharing!
That human-first distinction is useful. For creative tools, the same test applies: the product should reduce friction while helping people make something they are proud to share, not just trigger a quick reaction. Previewing motion early, before polishing every frame, makes that value visible; SpriteFuse is useful for turning a described 2D action into consistent frames and checking the result quickly.