“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??”
Matthew Dixon, Nick Toman, and Rick Delisi start with this basic question in their exploration of the drivers of customer loyalty and excellent customer service. Their book The Effortless Experience describes their research and shows (with data) how word-of-mouth, customer support and customer loyalty interact.
- Customers with a negative experience are more likely to tell about and reach more contacts than customers with a positive experience. This implies that you need to concentrate on avoiding negative customer experiences, instead of wowing a few select customers.
- Think of this as a customer mantra: “we pick companies because of their products, but we often leave them because of their service failures.”
- Most customers prefer fast and effortless self service over waiting for a company to help them.
One of the key elements of effective self service is an online manual, available for your customers when and where they need help.