Even though they already put a banner notification on the site about the delay when I made my order, post-purchase, instead of leaving me wondering or having me take the time to reach out to them about my order status, they took the initiative to keep me in the loop - a “We haven’t forgotten about you” email with a CTA to the shipment tracking page. Here are tools and templates you can start applying right away to improve service, reduce costs, and ultimately generate the elusive loyalty that the dazzle factor fails to deliver. They had a delay in order processing due to current COVID precaution requirements. The Effortless Experience lays out the four pillars of a low-effort customer experience, with robust data, in sights and profiles. The effortless experience I recently encountered is with H&M.
Both are perils of setting “wowing the customers” as a company goal - eyes on the wrong prize. B2B sales spend their energy on researching their prospects’ hobby to delight them with relevant small talks but take forever to respond to a prospect’s demo request. B2C companies create advanced recommendation systems to predict customers' preferences while ignoring the fact that it takes ~15 mins for their customers to checkout. Because most companies don’t and are probably not aiming to get the basics right. Or is it so simple?ĭixson’s reminder is invaluable. simply helping customers with whatever problems they come to you to solve, with minimal effort required from them. Customers don’t need to be dazzled, they just want to get their problem solved.ĭelighting customers is expensive and therefore a hard target to hit with regularity, getting the fundamentals right is the thing that ultimately matters, in the long run, to maintain loyalty and make customers satisfied, i.e. The Effortless Experience lays out the four pillars of a low-effort customer experience, with robust data, insights and profiles. Effortless Experience : Conquering the New Battleground for Customer Loyalty. The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyaland disloyal.
The effortless experience how to#
In his book The Effortless Experience, Matthew Dixson presented findings based on his and CEB’s research on customer loyalty, he found that “there is no difference between those customers whose expectations are exceeded and those whose expectations are simply met in terms of loyalty.” Loyalty actually plateaus once customer expectations are met. The authors present solid advice on how to achieve the goal of effortless customer experience in place of customer delight. While those make great marketing stories and morale-boosting anecdotes, ‘wowing customers’ shouldn’t be a company goal.
Companies love sharing stories about how they went the extra mile to delight their customers.
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