The Effortless Experience
by Matthew Dixon, Nick Toman and Rick DeLisi
CEB research that delighting customers barely matters while reducing effort strongly predicts loyalty: next-issue avoidance, channel stickiness, experience engineering. Data-driven and contrarian.
Read it if…
you run customer service and want to focus on what actually drives loyalty.
See the book →
Skip it if…
you want inspiration about delight.
Try instead: Outside In →
Three things you will actually use
- Reduce effort; do not chase delight.
- Solve the next issue too.
- Language shapes perceived effort.
Do this first
Measure customer effort on your top three service interactions.
Our verdict
Effort beats delight.
See the book →
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