Yet CEB’s careful research over 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 wordof-mouth. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it.
Now they’ve turned their research and analysis to a new vital business subject-customer loyalty-with a new book that turns the conventional wisdom on its head. In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. While Dixon does effectively attack the position of “wowing” the customer, the internal surveys and studies lack the conclusive details that a real-time study would provide.Įveryone 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? A glaring issue that exists is the lack of a case study that carefully tracks the differences between a store that is effortless and one that focuses on delighting the customer. The lack of diversity in scholarly sources almost begs the question as to whether this is sound advice or the lone findings of a company. A red flag that appears throughout the book is that the diagrams, models, and researched evidence come almost exclusively from CEB’s own findings. Yes, CEB’s data shows that the impact of customer service on loyalty, but it does not fully address the importance of pleasing the customer and ensuring that the relationship is a positive one that continues to grow through ongoing contact.
Effortless experience how to#
Specifically in the context of customer interaction, they note the importance of maintaining strong communication and perfect integration of CRM systems, web services, and customer service desks.ĭixon addresses the concept of customer loyalty and how to satisfy customers, yet there are still questions that are left unanswered – such as the public impact of “wow” moments on company perception. In particular, we appreciated how Dixon includes the use of measurement tools such as their Customer Effort Score which makes the concept more actionable. At the heart of the book, the goal is to make the relationship with the customer as effortless as possible, and this is not unlike how we promote the integration of Brand, Communication, Offering, Culture, and Environment in the business. The availability of this information in the book proves invaluable in terms of integrating the ideas into a business. However, Dixon also includes that the employee and their positions must also be analyzed to assess whether they are capable of addressing customer concerns.
From a concept standpoint, there are strong positions that enable readers to understand that customer loyalty begins with the understanding of the customer.
There are clear examples that are backed by research and study, giving readers hard evidence to reference when considering application of the concepts. While not in total agreement with Senteo, there was overlap in the decision to satisfy the customer in order to earn their loyalty. We were quite interested in the viewpoint that Dixon decided to take when considering the concept of customer loyalty. It does not store any personal data.The Effortless Experience was a challenging book that really made us reevaluate the effectiveness of the current trend towards delighting customers to promote customer loyalty. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. The cookie is used to store the user consent for the cookies in the category "Performance".
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