The Effortless Experience

Why customer effort is the one true driver of loyalty.

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Authors Dixon, Toman, and DeLisi and other researchers at the CEB use data collected from hundreds of companies and over 100,000 customers to bust a few common customer service myths, namely that “delight” is vastly overrated. They claim reduced effort is the biggest driver of customer loyalty. The second half of the book outlines ways to reduce effort across the entire customer experience. I really enjoyed their ideas on reducing "perceived" effort, or what you can do when you have to offer a customer a solution they didn't ask fro. I wrote a little about that here: