A new breakthrough idea about how to win customer loyalty from Matthew Dixon, the bestselling author of The Challenger Sale. 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.
About the Authors
Matt Dixon is Executive Director of the Sales & Service Practice of CEB. He has management responsibility for the Sales Leadership Council and Customer Contact Leadership Council, which together serve more than 1,000 sales and customer service organizations globally. His most recent book is The Challenger Sale.
Nick Toman is the Research Director of the Sales Practice of CEB. He oversees the global research operation and product development for the Sales Leadership Council and Sales Leadership Council for SMBs, which collectively serve over 650 sales organizations.
Rick DeLisi is a public speaker and facilitator who travels the globe creating presentations and interactive seminars attended by customer service and communications executive.
"This is what every business book should be like: stuffed with practical advice, wellsupported by research, and written to keep you eagerly flipping the pages." --DAN HEATH, coauthor of" Decisive, Switch, and Made to Stick," from the foreword "Most current customer support and customer experience improvement programs are merely replays of age-old concepts with some new terminology thrown in. The customer effort research and approach recounted here is different. It is truly the first really novel idea that I've heard--and implemented--in a long time. This is an approach that drives innovative, significant improvement within my teams . . . actions grounded in solid data . . . actions that yield measurable, customer-visible results that we just couldn't achieve via other means. It really has changed the way I think about the support my team delivers." --DAN ROURKE, director of software support, HomeAway, Inc. "A must-have for any true customer experience leader's library. Matt, Nick, and Rick are the 'MythBusters' of customer experience, dispelling many commonly held but inaccurate beliefs around the drivers of disloyalty and delight and what will really drive true value to your business." --LYNN HOLMGREN, vice president, customer experience strategy, Frontier Communications "If you are looking for one resource to keep on your desk that will bring you back to the right focus for delivering a better customer service, this is that resource." --CHRIS HALE, vice president, reservation services, Hyatt "Every business is looking for the secret to creating loyal customers. This book not only builds a compelling case for effortless customer experiences being the key to loyalty, but also provides a clear road map for any business to achieve that goal. It's a must-read!" --DEB OLER, vice president and general manager, Grainger Brand, W. W. Grainger "What's brilliant about "The Effortless Experience "is its pragmatism, illustrated by the observation that w