The Effortless Experience

Conventional wisdom holds that to increase loyalty, companies must 'delight' customers by exceeding service expectations. But no matter how exciting special deals may be, the 'dazzle factor' does not solve customer problems. Yet most companies have failed to realize this and pay dearly in terms of wasted investments, lost customers, and squandered loyalty.

Matthew Dixon, bestselling author of The Challenger Sale, has teamed up with Nicholas Toman and Rick DeLisi to espouse this 'delight paradox.' Their research shows why companies should forget the bells and whistles and just solve their customer's problems. Loyalty has a lot more to do with how well companies deliver on their basic promises than on how dazzling the service experience might be.

By employing tactics such as heading off issues before they arise, arming reps to address the emotional side of customer interactions, and using feedback from disgruntled or struggling customers to reduce their effort, companies will be better equipped to focus on solving problems. This is what will truly delight the customer.