Book Review: The Effortless Experience

Book Review - "The Effortless Experience" by Matthew Dixon via ShoreBranding.com

Book Review – “The Effortless Experience” by Matthew Dixon via ShoreBranding.com

Over the course of 2015, I have read more than a handful of books on Customer Experience and how to make improvements for yourself and your organization through the overall experience of your brand.  While most were enjoyable reads, the one that intrigued me the most was Matthew Dixon’s “The Effortless Experience – Conquering the New Battleground for Customer Loyalty”.  

The overall theme is that you don’t have to pull a “Wow” experience every single time with every single customer.  You don’t have to create the ‘Nordstrom experience’ where customers expect to be blown away by extraordinary efforts that go the extra mile.  Through research on research, Dixon and his organization found that there is a certain cutoff point in the customer experience where it simply doesn’t improve your ROI any further.  More simply, you need to set expectations appropriately and ensure you or your organization are meeting those goals with each and every customer.  

In terms of measurement tools, there are a number of metrics to consider tracking to better understand, track over time, and fix / make improvements when necessary.  Dixon broke these up into three categories – Experience with the Rep, Customer Effort, and Moments of “Wow”.  The major takeaways from each of these include the following:

  • Did the rep know how to resolve your problem or issue
  • Did the rep understand “you”, as the customer
  • How many people did the customer have to talk to in order to resolve their issue (driven by a goal of meeting first/second contact resolution)
  • Measuring the customer’s perceived level of effort for resolution
  • Willingness of the organization to meet/exceed expectations

Overall:

Take a look at the video below for a quick overview of what “The Effortless Experience” is all about.  This is a great way to understand (in less than two minutes) what you and your organization should be striving for in terms of driving overall satisfaction.  

Have you been focusing on your customer’s overall experience?  With social media now playing an integral part of listening to and resolving your customer’s issues, it is absolutely critical that you understand what it takes to meet their needs.  You don’t have to create a “wow” moment on every single complaint, issue, and/or contact.  You simply need to meet their needs and correct problems or issues as quickly as possible, making it as easy and effortless as you can for the customer.  

Have you read “The Effortless Experience”?  What did you think?  What were your major takeaways?  Let me know in the comments below or through email at john@shorebranding.com.  Thanks!

 

ShoreBranding.com Book Review – “Brand Against the Machine” by John Morgan

 

Go read this book! "Brand Against the Machine" by John Morgan

Go read this book!
“Brand Against the Machine” by John Morgan

Occasionally, I fall into a book and feel strongly enough that it is worth putting together a few additional words on it so that readers know that I feel it would be worth their time and investment.  That time has come as we have found another fine example with John Morgan’s “Brand Against the Machine”.

Brief Summary: [Read more…]

ShoreBranding.com Book Review – “Brandscaping” by Andrew Davis

 

Andrew Davis' "Brandscaping" (Photo credit: Amazon.com)

Andrew Davis’ “Brandscaping”
(Photo credit: Amazon.com)

Two of the first few blog entries we put together on here on Shore Branding were book reviews for my favorite six books revolving around branding and digital marketing over time.  While two others have been read this past year, neither were as enjoyable as Andrew Davis’ “Brandscaping”, so I thought it was appropriate to put together a review of the book.

For convenience, here are the write-ups from my top six books – Part 1 and Part 2.  I have to say that I would put “Brandscaping: Unleashing the Power of Brand Partnerships” in the top three.  (Apologies to Mitch Joel…)

Brief Summary: [Read more…]

New Poll: Branding-related Book Review

Photo credit: ScriptsandScribes.com

Photo credit: ScriptsandScribes.com

Two of the first blog entries earlier this year referenced several of our favorite branding and digital marketing-related books that I have read in the past (Part 1 and Part 2).  Since then, there has been a dramatic shift from reading books and novels to reading RSS feeds and links.  In an effort to balance this out a bit, you will find a new poll on the Shore Branding page to help select the next book I sit down with.

After searching for a few minutes on more recent write-ups that focused specifically on branding, I have decided to narrow the field down to these five books.  The hyperlinks below will take you to each book’s Amazon.com page for a brief description/summary of each. [Read more…]

Most Influential Reading – Book Review Part 2

Photo credit: ScriptsandScribes.com

Photo credit: ScriptsandScribes.com

Building off of last week’s article on some of my favorite books that cover branding and digital marketing-related topics/issues, here are my top three all-time favorites to conclude the book review.

Similar to the earlier reviews, below I have included a link to the online reviews on Amazon within the title of the book itself.  I’ve also provided a link to a respective page for each author (Twitter feed, own home page) for those that may be interested.

#3 – “Six Pixels of Separation” – by Mitch Joel

Brief Summary: [Read more…]

Most Influential Reading – Book Review Part 1

What's on your bookshelf?

What’s on your bookshelf?

Since the early 2000’s I have really enjoyed reading business-related books and novels on brand building, digital marketing, and the occasional book that gets your mind thinking in many different directions (e.g. Freaknomics and most of Malcolm Gladwell’s work).  With a focus on the former two subjects, here are my current favorites in rank-order.  I had a hard time narrowing this down to a smaller number, so we’re going to break this up into two entries.  The first will focus on numbers 4-6.  Next Wednesday, I’ll finish the book review with the top three.

Below I have included a link to the online reviews on Amazon within the title of the book itself.  I’ve also provided a link to a respective page for each author (Twitter feed, own home page) for those that may be interested.

#6 – “Engage!” – by Brian Solis

Brief Summary: [Read more…]