Stacey Hall is credited by industry experts as the inventor and the catalyst for the new Strategic Synchronicity marketing reality. Through this paradigm-shifting methodology, hundreds of corporate executives, entrepreneurs, and sales and training teams have been transformed into powerful magnets that quickly and easily attract the most perfect and profitable customers to their doors and Web sites. Stacey's background includes more than twenty years of designing and implementing global marketing plans for organizations such as FedEx, Budget Rent a Car Corporation, and the University of Houston. As Perfect-Customers, Inc.'s vice president for sales and marketing, Stacey keeps the organization attracting perfect customers and opportunities that are steering the company to success and greater levels of profitability.
Jan Brogniez's background includes more than twenty years producing millions of dollars of sales revenue in corporate America. Jan's mastery of strategic planning, and her keen business acumen led to the development of Perfect-Customers, Inc.'s proprietary Strategic Design Session process. This process has successfully and effectively empowered a wide variety of corporate executives, entrepreneurs, and sales and operations teams to invent and achieve audacious goals and create organizational legacies in less time than previously has been possible. Called a "pioneer in experiential workshop facilitation," Jan designs and delivers custom-designed workshops, corporate retreats, and executive planning sessions. As Perfect-Customers, Inc.'s CEO, Jan provides the organizational structure, building the foundation that will sustain the company's unprecedented growth and global presence.
In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they’ve turned their research and analysis to a new vital business subject—customer loyalty—with a new book that turns the conventional wisdom on its head.
The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. Yet CEB’s careful research over five years and tens of thousands of respondents proves that the “dazzle factor” is wildly overrated—it simply doesn’t predict repeat sales, share of wallet, or positive wordof-mouth. The reality:
Loyalty is driven by how well a company delivers on its basic promises and solves day-to-day problems, not on how spectacular its service experience might be. Most customers don’t want to be “wowed”; they want an effortless experience. And they are far more likely to punish you for bad service than to reward you for good service.
If you put on your customer hat rather than your manager or marketer hat, this makes a lot of sense. What do you really want from your cable company, a free month of HBO when it screws up or a fast, painless restoration of your connection? What about your bank—do you want free cookies and a cheerful smile, even a personal relationship with your teller? Or just a quick in-and-out transaction and an easy way to get a refund when it accidentally overcharges on fees?
The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. The authors lay out the four key pillars of a low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by CEB’s research, with great results. And they include many tools and templates you can start applying right away to improve service, reduce costs, decrease customer churn, and ultimately generate the elusive loyalty that the “dazzle factor” fails to deliver.
The rewards are there for the taking, and the pathway to achieving them is now clearly marked.