Summary of Matthew Dixon's The Effortless Experience

Get the Summary of Matthew Dixon's The Effortless Experience in 20 minutes. Please note: This is a summary & not the original book. Original book introduction: 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 overrated-it simply doesn't predict repeat sales, share of wallet, or positive word-of-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

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