Everyone kws that the bestway to create customer loyalty iswith service so good, so over thetop, 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 bustedmany longstanding myths about sales. Now they veturned their research and analysis to a new vitalbusiness subject customer loyalty with a new book that turns the conventional wisdom on its head. The idea that companies must delight customersby exceeding service expectations is so entrenchedthat managers rarely even question it. They devoteuntold time, energy, and resources to trying todazzle people and inspire their undying loyalty. YetCEB s careful research over five years and tens ofthousands of respondents proves that the dazzlefactor is wildly overrated it simply doesn t predictrepeat sales, share of wallet, or positive wordof-mouth. The reality: Loyalty is driven by how well a company deliverson its basic promises and solves day-to-day problems, t on how spectacular its service experience mightbe. Most customers don t want to be wowed; theywant an effortless experience. And they are far morelikely to punish you for bad service than to rewardyou for good service. If you put on your customer hat rather than yourmanager 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? Whatabout your bank do you want free cookies and acheerful smile, even a personal relationship withyour teller? Or just a quick in-and-out transactionand an easy way to get a refund when it accidentallyovercharges on fees?The Effortless Experience takes readers on afascinating journey deep inside the customer experienceto reveal what really makes customersloyal and disloyal. The authors lay out the fourkey pillars of a low-effort customer experience, along the way delivering robust data, shocking insightsand profiles of companies that are alreadyusing the principles revealed by CEB s research, with great results. And they includemany tools andtemplates you can start applying right away toimprove service, reduce costs, decrease customerchurn, and ultimately generate the elusive loyaltythat the dazzle factor fails to deliver. The rewards are there for the taking, and thepathway to achieving them is w clearly marked.
MATTHEW DIXON is executive director ofthe Sales & Service Practice of CEB. He is afrequent contributor to Harvard BusinessReview, and his previous book, The ChallengerSale, was a Wall Street Journal bestsellerand won acclaim as the most important advance in sellingfor many years (Neil Rackham) and the beginningof a wave that will take over a lot of selling organizationsin the next decade (Business Insider).NICK TOMAN is senior director of researchfor CEB s Sales & Service Practice and is a frequentcontributor to Harvard Business Review. RICK DELISI is senior director of advisoryservices for CEB s Sales & Service Practiceand a noted public speaker and facilitator. CEB is the leading member-based advisory company.By combining the best practices of thousands of membercompanies with its advanced research methodologiesand human capital analytics, CEB equips seniorleaders and their teams with insight and actionablesolutions to transform operations.
Matthew Dixon, Nick Toman, Rick Delisi
Date of Publication
Sales & Marketing
Country of Publication
Unsewn / adhesive bound,Paper over boards,With dust jacket