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THE EFFORTLESS EXPERIENCE

Rick DeLisi Nick Toman Matthew Dixon

Conquering the New Battleground for Customer Loyalty

A breakthrough idea from the bestselling author of The Challenger Sale, the most acclaimed new sales book of the past few years.
Conventional wisdom holds that to increase loyalty, companies must “delight” customers by exceeding service expectations. This idea has become so entrenched that managers rarely examine it. A company will focus on dazzling the customer, while neglecting to solve basic service problems, either over the phone, online, or in person.

No matter how exciting special deals may be, though, 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.

In THE EFFORTLESS EXPERIENCE, Matthew Dixon has teamed up with colleagues Nicholas Toman and Rick DeLisi to espose this “delight paradox.” Their research shows why companies should forget the bells and whistles and just solve their customers’ problems. Loyalty has a lot more to do with how well companies deliver on their basic, plain-vanilla promises than on how dazzling the service experience might be.

The book explores two critical findings that should affect every company’s customer service strategy: · Delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problems solved—does. The best driver of loyalty is an effortless experience. · Acting deliberately on this insight can help improve customer service, reduce customer service costs, and decrease customer churn. 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. And that will in turn bring the customer the delight they had been aiming for all along. MATTHEW DIXON is Executive Director of the Sales & Service Practice of CEB (formerly called the Corporate Executive Board). He has management responsibility for the Sales Leadership Council and Customer Contact Leadership Council, which together serve more than 1000 sales and customer service organizations globally. His most recent book The Challenger Sale appeared on the Wall Street Journal bestseller list and hit #1 in its Amazon category.

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 executives from the world’s largest companies. Over the past 7+ years he has presented in 21 countries and more than 100 cities.
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Book

Published 2013-09-12 by Portfolio

Book

Published 2013-09-12 by Portfolio

Comments

This is what every business book should be like: stuffed with practical advice, well supported by research, and written to keep you eagerly flipping the pages.

The Effortless Experience provides a well-researched foundation for customer experience transformation. Reducing customer effort links the work of the service organization to the business-wide goal of increasing customer loyalty. The concepts themselves are pragmatic and actionable and this book will get you under way.

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.

UK: Portfolio Chinese (complex): Business Weekly Publications Chinese (simplified): PHEI Polish: CeDeWu Russian: Mann, Ivanov & Ferber

Defense Can Be Better Than Offense In Customer Service... Read more...

The book is currently #4, #10, and #14 in its Amazon categories! (October 1, 2013)

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.

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!

What's brilliant about The Effortless Experience is its pragmatism, illustrated by the observation that we can easily make things worse for customers and often do more harm than good. Here is real, practical, implementable guidance to help avoid those pitfalls.

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.