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Matt Dixon: The Effortless Experience

Discussing how to drive customer loyalty by delivering an effortless experience which delights customers with ease.

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Executive Summary

Back in 2007, everyone was talking about customer loyalty and improving their Net Promoter Score (NPS). That’s when Matt Dixon and his colleagues started digging into how this can be improved and influenced by customer service. What they found was not what they were expecting and their research turned from three months into ten years, resulting in the book “The Effortless Experience”. One of their key findings was that delighted customers who had that “wow moment” aren’t actually more loyal than those whose expectations were simply met by customer service. A company should go ahead with delighting their customers with their product, their price, their brand and so on, but when it comes to service they need to make it easy for their customers. An effortless experience and a sticky value proposition is how you keep customers for life.

In This Episode, You’ll Learn

  • Why customer service is not just a “necessary evil”, but an essential part of your business strategy
  • How to get your customers to advocate for your business by delivering an effortless experience
  • Why delighting customers to give them the “wow effect” within customer service means to make exceptions which aren’t cost-effective and viable
  • How to increase customer loyalty by delivering a consistent and effortless service experience which meets customer expectations easily
  • Why customers don’t compare your service to your competitors, but are primed by Amazon, Netflix & Co. and expect the same experience from your company


This episode of The Art of Customer Service covers the following topics around customer expectations and creating an effortless experience:

1. 00:00:00 Presentation and introduction to the topic

2. 00:06:25 Customer service: the wow-moment

3. 00:10:39 The customer’s experience has to be awesome

4. 00:17:08 The customer’s expectation

5. 00:26:58 Concepts of effortless experience

6. 00:28:52 The Dyson-issue

7. 00:34:45 Farewell


Explore The Art of Customer Service

Stefan Moritz: The importance of Service Design | #32

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Benoit Gagnon & Mads Fosselius: The Future of Customer Service | #31

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Alex Farmer: How to Create a Frictionless Experience | #30

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