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 international bestseller The Challenger Sale, Matthew Dixon, and his colleagues busted many longstanding myths about sales. In The Effortless Experience, Dixon and his team turn their research and analysis to a new, vital business subject—customer loyalty—and once again turn the conventional wisdom on its head, producing one of the most influential books ever to be published in the customer experience and customer service space.
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 the careful research conducted by Dixon and his team over more than five years and tens of thousands of respondents proves that the “dazzle factor” is wildly overrated—it simply doesn’t predict repeat sales, share of wallet, or positive word-of-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.
The Effortless Experience takes its audience on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. In this presentation, Dixon lays out the four key pillars of low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by the research, with great results.