From the author of the acclaimed Wall Street Journal bestseller The
Conventional wisdom holds that to increase loyalty,
companies must “delight” customers by exceeding service expectations. Some
focus on dazzling them at the cost of neglecting to solve basic service problems—a
big strategic mistake.
Through extensive research and surveys, the authors have
concluded that loyalty has much more to do with how well a company delivers on
its basic promises than on how dazzling its service experience might be. The
authors prove that delighting customers doesn’t build loyalty, and they show
how acting on this insight can help improve service, reduce costs, and decrease
By employing practical tactics—such as teaching reps not
just to resolve customer issues but also to “forward resolve” common
issues—companies will be better able to focus on delivering a nearly effortless
experience. That will lead directly to the improvements in customer loyalty
they had been aiming for all along. Download and start listening now!