The Effortless Experience: Conquering the New Battleground for Customer LoyaltyHardback
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- Publisher: PORTFOLIO
- Format: Hardback | 237 pages
- Dimensions: 152mm x 230mm x 26mm | 440g
- Publication date: 9 December 2013
- ISBN 10: 1591845815
- ISBN 13: 9781591845812
- Illustrations note: figures
- Sales rank: 359,011
Everyone knows that the bestway to create customer loyalty iswith service so good, so over thetop, 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 bustedmany longstanding myths about sales. Now they veturned their research and analysis to a new vitalbusiness subject customer loyalty with a new book that turns the conventional wisdom on its head. The idea that companies must delight customersby exceeding service expectations is so entrenchedthat managers rarely even question it. They devoteuntold time, energy, and resources to trying todazzle people and inspire their undying loyalty. YetCEB s careful research over five years and tens ofthousands of respondents proves that the dazzlefactor is wildly overrated it simply doesn t predictrepeat sales, share of wallet, or positive wordof-mouth. The reality: "Loyalty is driven by how well a company deliverson its basic promises and solves day-to-day problems, not on how spectacular its service experience mightbe. Most customers don t want to be wowed; theywant an effortless experience. And they are far morelikely to punish you for bad service than to rewardyou for good service." If you put on your customer hat rather than yourmanager 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? Whatabout your bank do you want free cookies and acheerful smile, even a personal relationship withyour teller? Or just a quick in-and-out transactionand an easy way to get a refund when it accidentallyovercharges on fees? "The Effortless Experience" takes readers on afascinating journey deep inside the customer experienceto reveal what really makes customersloyal and disloyal. The authors lay out the fourkey pillars of a low-effort customer experience, along the way delivering robust data, shocking insightsand profiles of companies that are alreadyusing the principles revealed by CEB s research, with great results. And they includemany tools andtemplates you can start applying right away toimprove service, reduce costs, decrease customerchurn, and ultimately generate the elusive loyaltythat the dazzle factor fails to deliver. The rewards are there for the taking, and thepathway to achieving them is now clearly marked."
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MATTHEW DIXON is executive director ofthe Sales & Service Practice of CEB. He is afrequent contributor to "Harvard BusinessReview," and his previous book, "The ChallengerSale," was a "Wall Street Journal" bestsellerand won acclaim as the most important advance in sellingfor many years (Neil Rackham) and the beginningof a wave that will take over a lot of selling organizationsin the next decade ("Business Insider"). NICK TOMAN is senior director of researchfor CEB s Sales & Service Practice and is a frequentcontributor to "Harvard Business Review." RICK DELISI is senior director of advisoryservices for CEB s Sales & Service Practiceand a noted public speaker and facilitator. CEB is the leading member-based advisory company.By combining the best practices of thousands of membercompanies with its advanced research methodologiesand human capital analytics, CEB equips seniorleaders and their teams with insight and actionablesolutions to transform operations."
This is what every business book should be like: stuffed with practical advice, wellsupportedby research, and written to keep you eagerly flipping the pages. DAN HEATH, coauthor of" Decisive, Switch, and Made to Stick," from the foreword Most current customer support and customer experience improvement programs aremerely replays of age-old concepts with some new terminology thrown in. The customereffort research and approach recounted here is different. It is truly the first really novelidea that I ve heard and implemented in a long time. This is an approach that drivesinnovative, significant improvement within my teams . . . actions grounded in solid data . . .actions that yield measurable, customer-visible results that we just couldn t achieve viaother means. It really has changed the way I think about the support my team delivers. DAN ROURKE, director of software support, HomeAway, Inc. A must-have for any true customer experience leader s library. Matt, Nick, and Rick arethe MythBusters of customer experience, dispelling many commonly held but inaccuratebeliefs around the drivers of disloyalty and delight and what will really drive true valueto your business. LYNN HOLMGREN, vice president, customerexperience strategy, Frontier Communications If you are looking for one resource to keep on your desk that will bring you back to theright focus for delivering a better customer service, this is that resource. CHRIS HALE, vice president, reservation services, Hyatt Every business is looking for the secret to creating loyal customers. This book not onlybuilds a compelling case for effortless customer experiences being the key to loyalty, butalso provides a clear road map for any business to achieve that goal. It s a must-read! DEB OLER, vice president and general manager, Grainger Brand, W. W. Grainger What s brilliant about "The Effortless Experience "is its pragmatism, illustrated by the observationthat we can easily make things worse for customers and often do more harmthan good. Here is real, practical, implementable guidance to help avoid those pitfalls. RICHARD JOYCE, operations director, Home Retail Group Customer Services "The Effortless Experience "provides a well-researched foundation for customer experiencetransformation. Reducing customer effort links the work of the service organization tothe business-wide goal of increasing customer loyalty. The concepts themselves arepragmatic and actionable and this book will get you under way. SUE ATKINS, head of service experience, Telecom NZ Ltd"