Last Thursday, we released three short video clips in Part 1 from our interview with Matt Dixon, coauthor of The Effortless Experience. Today, we are pleased to share the entire interview, which centers primarily around the idea of customer effort.
The concept of customer effort first began gaining traction back in 2010 when team members from The Corporate Executive Board Company (CEB) published an article in the Harvard Business Review entitled Stop Delighting The Customer (preview). Since that time, CEB has expanded its research into the relationship between customer effort and customer loyalty.
Much of this research culminated in the recent book: The Effortless Experience.
The full interview covers a wide variety of topics that were not in the excerpt clips posted last Thursday, including the origins of the research and why customer delight might not be the most effective customer experience strategy.
We hope you enjoy!
By Adam Toporek. Adam Toporek is an internationally recognized customer service expert, keynote speaker, and workshop leader. He is the author of Be Your Customer's Hero: Real-World Tips & Techniques for the Service Front Lines (2015), as well as the founder of the popular Customers That Stick® blog and co-host of the Crack the Customer Code podcast.