The most common approach to customer loyalty today is devoting limitless time, energy, and resources trying to dazzle people and inspire customers? undying loyalty. But the new book from CEB, The Effortless Experience, uses over five years of research and tens of thousands of respondents to reveal that the ?dazzle factor? is wildly overrated. Consider this: What do customers really want from their cable company, a free month of HBO when they make a mistake, or a fast, painless restoration of their connection? Most customers don?t want to be ?wowed,? they want an effortless experience. In this enlightening session, Matthew Dixon, executive director at CEB, will explain how a company?s ability to deliver on basic promises and solve day-to-day problems drives customer loyalty. Beyond explaining these findings, this session will share how companies have reduced customer effort from management and frontline reps, along with the results they've achieved.