Everyone knows that the best way to create
customer loyalty is with service so good, so over
the top, that it surprises and delights. But what if
everyone is wrong?
In their acclaimed bestseller The Challenger
Sale, Matthew Dixon and his colleagues at CEB
busted many longstanding myths about sales. Now they've
turned their research and analysis to a new
vital business subjectcustomer loyaltywith a new book that
turns the conventional wisdom on its head.
The idea that companies must delight customers by exceeding
service expectations is so entrenched that managers rarely
even question it. They devote untold time, energy, and
resources to trying to dazzle people and inspire their undying
loyalty. Yet CEB's careful research over five years and tens
of thousands of respondents proves that the
dazzle factor" is wildly overratedit simply doesn't
predict repeat sales, share of wallet, or positive
wordof-mouth. The reality:
Loyalty is driven by how well a company delivers
on its basic promises and solves day-to-day problems, not
on how spectacular its service experience might be.
Most customers don't want to be wowed";
they want an effortless experience.
And they are far more likely to punish you for bad service
than to reward you for good service.
If you put on your customer hat rather than your manager or
marketer hat, this makes a lot of sense. What do you really
want from your cable company, a free month of HBO when it
screws up or a fast, painless restoration of your connection?
What about your bankdo you want free cookies and
a cheerful smile, even a personal relationship with your
teller? Or just a quick in-and-out transaction and an easy way
to get a refund when it accidentally overcharges on
The Effortless Experience takes readers on
a fascinating journey deep inside the customer
experience to reveal what really makes
customers loyaland disloyal. The authors lay out the
four key pillars of a low-effort customer
experience, along the way delivering robust data, shocking
insights and profiles of companies that are already using
the principles revealed by CEB's research, with great results.
And they include many tools and templates you can start
applying right away to improve service, reduce costs, decrease
customer churn, and ultimately generate the elusive
loyalty that the dazzle factor" fails to deliver.
The rewards are there for the taking, and the pathway to
achieving them is now clearly marked.