The Effortless Experience Conquering the New Battleground for Customer Loyalty

Auteur: Rick Delisi
Taal: Engels
The Effortless Experience
Uitgever: Penguin
Co-auteur: Nick Toman Rick Delisi
  • Engels
  • Paperback
  • 9780241003305
  • Druk: 1
  • september 2013
  • 256 pagina's
Alle productspecificaties

Rick Delisi

MATTHEW DIXON is executive director of the Sales & Service Practice of CEB. He is a frequent contributor to Harvard Business Review, and his previous book, The Challenger Sale, was a Wall Street Journal bestseller and won acclaim as “the most important advance in selling for many years” (Neil Rackham) and “the beginning of a wave that will take over a lot of selling organizations in the next decade” ( Business Insider).

Samenvatting

Everyone 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?

In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they’ve
turned their research and analysis to a new vital business subjectcustomer loyaltywith a new book that turns the conventional wisdom on its head.

The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. Yet CEB’s careful research over five years and tens of thousands of respondents proves that the dazzle factor” is wildly overratedit simply doesn’t predict repeat sales, share of wallet, or positive wordof-mouth. The reality:

Loyalty is driven by how well a company delivers on its basic promises and solves day-to-day problems, not on how spectacular its service experience might be.Most customers don’t want to be wowed”; they want an effortless experience.And they are far more likely to punish you for bad service than to reward you for good service.

If you put on your customer hat rather than your manager or marketer hat, this makes a lot of sense. What do you really want from your cable company, a free month of HBO when it screws up or a fast, painless restoration of your connection? What about your bankdo you want free cookies and a cheerful smile, even a personal relationship with your teller? Or just a quick in-and-out transaction and an easy way to get a refund when it accidentally overcharges on fees?

The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyaland disloyal. The authors lay out the four key pillars of a low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by CEB’s research, with great results. And they include many tools and templates you can start applying right away to improve service, reduce costs, decrease customer churn, and ultimately generate the elusive loyalty that the dazzle factor” fails to deliver.

The rewards are there for the taking, and the pathway to achieving them is now clearly marked.
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Productspecificaties

Inhoud

Taal
Engels
Bindwijze
Paperback
Druk
1
Verschijningsdatum
2013-09-26
Afmetingen
23,3 x 15,5 x 1,9 cm
Aantal pagina's
256 pagina's
Illustraties
Nee

Betrokkenen

Auteur
Rick Delisi Matthew Dixon
Co-auteur
Matthew Dixon
Uitgever
Penguin

EAN

EAN
9780241003305

Overige kenmerken

NUR code
780
Oorspronkelijke releasedatum
2013-09-26
Subtitel
Conquering the New Battleground for Customer Loyalty
Thema Subject Code
VSC

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