Don't delight customers; make life easier instead (25 Oct 2013, The Wise Marketer)
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Don't delight customers; make life easier instead

 

Friday October 25, 2013                      Tweet this article

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Five years of research reveals that delighting customers during service, support or other customer care interactions is no more likely to lead to higher repeat sales, share of wallet or positive word-of-mouth than simply meeting their expectations.

According to The Effortless Experience: Conquering the New Battleground for Customer Loyalty, a new book from member-based advisory firm CEB, a customer service strategy built around delighting customers is doomed to fail 84% of the time, on average.

Instead, the book makes the case that companies should focus on reducing a customer's perceived effort - what customers feel they have to do in order to resolve their issue - to ensure those customers remain loyal.

In fact, CEB research shows that 94% of customers who have a low-effort service experience will buy from that same company again.


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http://www.cebglobal.com

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