MDM Interview: Why Customer ‘Delight’ is the Wrong Goal
The desire to “delight your customers” is a noble one. But the effort involved may be better used elsewhere. Rick DeLisi, senior director of advisory services for CEB’s sales and services practice and co-author of The Effortless Experience: Conquering the New Battleground for Customer Loyalty, spoke with Associate Editor Jenel Stelton-Holtmeier about how distributors could better focus their efforts to provide a better customer service experience for all customers online and off.
This article includes:
- A strategy that works better than the strategy of delighting customers
- The worst question a customer service agent can ask
- New challenges to customer loyalty
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