56. 3 Customer Experience Myths Debunked & Set Straight w/ Ethan Beute

The most economically valuable thing you can do is to meet customer expectations.

Meet the expectations. Not exceed customer expectations. Not surprise and delight your customers at every turn. Actually, the best way (economically and experientially) to serve your business and especially your customers is to meet their expectations.

I’m Ethan Butte, here today on The Customer Experience Podcast to share my appreciation for a book that I’m, yes, late to the party on. It’s called The Effortless Experience: Conquering the New Battleground for Customer Loyalty by Matthew Dixon, Nick Toman, and Rick DeLisi. 

The first chapter of The Effortless Experience starts out by calling out myths that tend to be overlooked by marketing, sales, and leadership — but which are highly relevant to these people and their organizations. There's so much focus on customer delight and the so-called “wow moments,” but not enough focus on something much simpler and more economically valuable: meeting customer expectations and reducing their effort.

  1. Delighting customers in the service channel does not pay.
  2. Customer service drives disloyalty, not loyalty.
  3. The key to mitigating disloyalty is reducing customer effort.

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Creating and delivering better experiences for our customers is the single most important thing we can do today. Learn how Sales, Marketing, and Customer Success leaders create internal alignment, achieve desired outcomes, and exceed customer expectations in a personal and human way. The Customer Experience Podcast explores this challenge at various stages of growth as we all work together on the customer journey from acquisition to advocacy. Each episode features topics like: personal touch, human touch, customer journey, lifecycle marketing, sales process, customer service, customer success, raving fans, video email, video communication, B2B sales and marketing, personalization, automation.