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Customer loyalty is more influenced by ease than delight from "summary" of The Effortless Experience by Matthew Dixon,Nick Toman,Rick DeLisi
In the world of customer service, there is a prevailing belief that the key to winning customer loyalty lies in delivering exceptional experiences that delight customers at every interaction. However, our research suggests that this may not be entirely accurate. While delighting customers certainly has its merits, our findings indicate that ease of service is actually a more significant driver of customer loyalty. When customers face a problem or issue, what truly matters to them is how easily and efficiently their concerns are resolved. This ease of service encompasses a range of factors, from the speed of resolution to the simplicity of the process. In our study, we found that customers who had low-effort experiences were more likely to exhibit loyalty towards a company, even more so than those who were delighted by a particular...
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