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Monday, July 26, 2010

Stop Trying to Delight Your Customers

We always had the delighting rule drummed into us. This recent HBR piece takes a contrarian view and makes some excellent points. ' ... Two critical findings emerged that should affect every company’s customer service strategy. First, delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problem solved—does. Second, acting deliberately on this insight can help improve customer service, reduce customer service costs, and decrease customer churn.... ' ... the full article requires subscription.

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