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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 m...
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