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Stop Trying To Delight Your Customers
Harvard Business Review just published an article “Stop Trying To Delight Your Customers,” the premise being that over the top service is not what builds customer loyalty, but rather the ease in which a customer can solve a problem does.
At first glance I was in complete disagreement — Zappos! Amazon! — but the more I read the article and research (and was honest with myself about how much I’d rather punish United Airlines for horrible service than reward American Airlines for just providing basic good service, ahem), I think they have a good point: Provide the service you advertise. Do it well. Make it easy for customers to correct problems, if there are any. Spend your money on providing the best version of your product you can, and less on investments aimed towards “dazzling” and you’ll both save and increase revenue.
It’s an interesting read – check it out and let me know what you think.