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Why you should stop trying to delight your customers

Delighting customers does not build loyalty. Reducing customers’ effort does.

These were the findings from a large customer service survey conducted by the Customer Contact Council (CCC), and featured in the July edition of the Harvard Business Review. The survey’s aim was to get answers to three questions:

How important is customer service to loyalty?
Which customer service activities increase loyalty, and which don’t?
Can companies increase loyalty without raising their customer service operating costs?

After conducting structured interviews with customer service leaders and a study of more than 75,000 customers, the CCC uncovered three findings:

1. Exceeding expectations during service … read more by subscribing.

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