The effortless experience : conquering the new battleground for customer loyalty

Description

This book turns the conventional wisdom about customer loyalty on its head. The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely question it. But CEB's research proves that the "dazzle factor" simply doesn't predict repeat sales 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. After all, 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? This book lays out the four key pillars of a low-effort customer experience, including tools and templates you can start applying right away.--From publisher description. Read more... Abstract: This book turns the conventional wisdom about customer loyalty on its head. The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely question it. But CEB's research proves that the "dazzle factor" simply doesn't predict repeat sales 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. After all, 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? This book lays out the four key pillars of a low-effort customer experience, including tools and templates you can start applying right away.--From publisher description