[书籍] The Effortless Experience
出版社:
Penguin Books Ltd
简介:
A new breakthrough idea about how to win customer loyalty from Matthew Dixon， the bestselling author of The Challenger Sale Conventional wisdom holds that to increase loyalty， companies must "delight" customers by exceeding service expectations. But no matter how exciting special deals may be， the "dazzle factor" does not solve customer problems. Yet most companies have failed to realize this and pay dearly in terms of wasted investments， lost customers， and squandered loyalty. Matthew Dixon， bestselling author of The Challenger Sale， has teamed up with Nicholas Toman and Rick DeLisi to espouse this "delight paradox." Their research shows why companies should forget the bells and whistles and just solve their customer's problems. Loyalty has a lot more to do with how well companies deliver on their basic promises than on how dazzling the service experience might be. By employing tactics such as heading off issues before they arise， arming reps to address the emotional side of customer interactions， and using feedback from disgruntled or struggling customers to reduce their effort， companies will be better equipped to focus on solving problems. This is what will truly delight the customer. Matt Dixon is Executive Director of the Sales & Service Practice of CEB. He has management responsibility for the Sales Leadership Council and Customer Contact Leadership Council， which together serve more than 1，000 sales and customer service organizations globally. His most recent book is The Challenger Sale (Portfolio， 2012). Nick Toman is the Research Director of the Sales Practice of CEB. He oversees the global research operation and product development for the Sales Leadership Council and Sales Leadership Council for SMBs， which collectively serve over 650 sales organizations. Rick DeLisi is a public speaker and facilitator who travels the globe creating presentations and interactive seminars attended by customer service and communications executive.
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