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Mohrbooks Literary Agency
Sebastian Ritscher |
| Original language | |
| English | |
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| www.executiveboard.com/exbd/sale … | |
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.
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 |
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Book
Published 2013-09-12 by Portfolio |