Conquering the new battleground for customer loyalty
By Matthew Dixon Nick Toman and Rick Delisi
Penguin, 212 pages, $29.95We live in a golden age of customer service, when many executives say their goal is to 'delight the customer.' It's a worthy goal, for sure, but what if it's wrong? What if it's an inspirational, but misguided, goal? Mathew Dixon, Nick Toman and Rick Delisi of CEB, a member-based advisory group focused on transforming businesses operation, argue that that may, in fact, be the case. In The Effortless Experience , the three offer this possibility: What if customer service was less about offense and more about defense—preventing frustration and delay? Switching from the goal of customer delight to customer relief just may be the Holy Grail of customer service, they argue. Turns out, most customers don't want to be "wowed", but rather simply want an effortless experience.
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