The Effortless Experience by Matthew Dixon | Book Review
Hello again readers! Time for another book review! This week we’re talking about The Effortless Experience by Matthew Dixon.
Reduce Customer Effort
When we think of customer service, oftentimes the focus is placed on impressing the customer. We want to go above and beyond, dazzle them with our superior customer service. Sounds like customer loyalty is all but guaranteed with this approach, right? Wrong.
What if none of that actually mattered? What if it was simply a matter of reducing customer effort? Well, that’s what Dixon argues in this book. According to extensive research that is discussed throughout this book, the data clearly indicates that developing customer loyalty is dependent on minimizing customer effort. Dixon discusses various case studies that illustrate how successful customer-oriented businesses have managed to identify ways to simplify the experience for customers.
The role of customer service is to mitigate disloyalty by reducing customer effort.
Perception vs. Actual Effort
Once we understand that reducing customer effort is the name of the game, Dixon highlights the importance of understanding that perceived effort is vital. Oftentimes there is a disconnect between how companies and customers grade the quality of an interaction. Primarily, this disconnect is due to a company’s inability to anticipate the future needs of the customer.
Although an interaction may be resolved appropriately, the inability to predict future issues a customer might face can cause a customer to call back again. Thus, the perceived effort on behalf of the customer is high. Although the individual interaction between company and customer may have been efficient, a holistic overview of the number and duration of interactions would show that the customer’s experience requires a lot of effort.
From a customer’s perspective, when something goes wrong, the overriding sentiment is: Help me fix it.
I like that Dixon manages to avoid personal opinions in his work. He manages to focus solely on the data, and provides relevant information based on data analysis. The fact that this book is data-driven and uses various case studies from real companies made me feel comfortable that these strategies are more than merely Dixon’s opinion.
One of the main lessons in this book is that customers are becoming less interested in customer service interactions over the phone. Yet, a large part of this book discusses how companies can improve their customer service via the phone. I found it odd that Dixon didn’t spend more time discussing alternative methods of customer service if his data points in that direction.
Is this book for you?
This book is suitable for people working in large customer service departments. If you are part of a customer service team or managing a customer service team, there is valuable insight that can be gained from this book.
Also, if you and your company rely heavily on customer service over the phone, this book will offer strategies that could help enhance the customer experience and ultimately improve customer loyalty.
About the Matthew Dixon
Last week we talked about Solitude by Michael Harris. If you’re feeling disconnected or lonely even though you’re constantly connected through social media, this book might be for you.