I recently read what I consider a favorite business book titled The Effortless Experience, by Matthew Dixon (Bestselling coauthor of The Challenger Sale, Portfolio/Penguin, 2011), Nick Toman and Rick Delisi, Portfolio/Penguin, 2013. Throughout the text, the authors challenge the reader to rethink what factors truly play a role in the creation of customer loyalty. In short, the book makes a compelling case that the extra effort and expense involved in “delighting the customer” is usually not a significant driver of customer loyalty, and is often times not rewarded. However, if an organization fails to do the basics, no effort to delight the customer is considered sufficient to overcome the deficiency in basic service.
The authors state: