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Effort reduction is the key to customer loyalty from "summary" of The Effortless Experience by Matthew Dixon,Nick Toman,Rick DeLisi
The idea that reducing customer effort is essential for building loyalty may seem counterintuitive at first. After all, many companies believe that exceeding customer expectations is the key to winning their loyalty. However, our research has shown that this is not necessarily the case. In fact, customers are more likely to become loyal to a company that makes it easy for them to do business. When customers have to put in a lot of effort to get an issue resolved or make a purchase, they are more likely to become frustrated and dissatisfied. On the other hand, when a company makes it easy for customers to interact with them, they are more likely to feel satisfied and loyal. This is because customers value their time and don't want to waste it dealing with unnecessary complications. Reducing customer effort doesn't mean that companies have to bend over backward to accommodate every customer demand. Instead, it means identifying the points in the customer journey where effort can be minimized and making strategic changes to streamline the process. This could involve simplifying the steps required to make a purchase, providing clear and easy-to-understand instructions, or offering self-service options that allow customers to find the information they need on their own.- Companies can create a more positive and seamless experience for their customers. This, in turn, leads to higher levels of satisfaction and loyalty. Ultimately, the goal is to make it as easy as possible for customers to do business with a company. When companies achieve this, they are more likely to earn the trust and loyalty of their customers in the long run.
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