The Effortless Experience: Conquering the New Battleground for Customer Loyalty
Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong?
In their acclaimed international bestseller The Challenger Sale, Matthew Dixon, and his colleagues busted many longstanding myths about sales. In The Effortless Experience, Dixon and his team turn their research and analysis to a new, vital business subject—customer loyalty—and once again turn the conventional wisdom on its head, producing one of the most influential books ever to be published in the customer experience and customer service space.
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 the careful research conducted by Dixon and his team over more than 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 word-of-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.
The Effortless Experience takes its audience on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. In this presentation, Dixon lays out the four key pillars of low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by the research, with great results.
Phil M. Jones
Making Your Own Luck – Success Principles to Win You More Customers, Who Come Back More Often and Spend More
Standing in the way of success for most people are the self-sabotaging conversations they are having with themselves that create their limiting beliefs and result in success being something that only “other people” experience.
The great Henry Ford once said “Whether you think you can, or think you can’t – you’re right” and it is this quote that has provided a mantra to Phil’s life to date and resulted in him personally and supporting thousands of others to grow their own successes.
Attendees of this powerful presentation benefit from witnessing Phil deliver live coaching to the entire audience that reframes their thoughts, destroys their limiting beliefs and helps them realize a new reality in which possible becomes true to them and they are inspired to reach a new height for themselves and their business.
Phil provides precise examples that show every audience member that more is possible, from every meeting, event, phone call and conversation. You’ll watch the long-term results of an empowered, inspired and enabled workforce that has more of the tools they need to achieve more of what is possible.
Get Ready for Greedy Growth: Strategies to Build Lasting Competitive Advantage During an Economic Downturn
The recession is coming because it always does. When it hits, are you going to be ready for greedy growth? A recession means all of the easy money flowing from installations and construction will dry up and the labor market will swell with technicians looking for work. It also means that weak customers will get weaker, becoming further compromised in their ability to pay your invoices. Now is the time to lock in your best customers, make a plan to steal your competitors best customers, and become the obvious landing spot for technicians looking for a more stable home.
In his keynote, Billy will help you make a plan for greedy growth during the coming recession. When your best customers are impervious to the low-price pitch of One Truck Chuck and any other competitor, you can focus your efforts on prying away the customers of your strongest competition and filling your employment roster with the best technicians. When the boom cycle begins again, your company will be the most valuable player in your market because you were greedy when others were fearful.
Selling the Effortless Experience in Plus, Premium, and Platinum
An effortless customer experience begins in the sales process, but does easy for the customer and sales mean impossible for your service delivery team? What if you sold plus, premium, and platinum packages priced to match the increasing value at each level? Imagine not having to negotiate every item of your contract. Can it work in a service company? Can you have customers select what they value from a menu of options instead of beginning every sale with a blank sheet of paper?
In her presentation, Selling the Effortless Experience in Plus, Premium, and Platinum, Anna McMahon will show you how the new subscription economy works in some pretty surprising places. Together we will discover how it works in commercial service contracting. What do you stand to gain? More sales opportunities, a clear way to stand apart from the competition, and an effortless experience that clarifies for the customer what – and why – they buy from you.
Reality Check: Who is Lying to You About Your Business?
You’ve been had and the lies are holding you back. Your customer service data tells the truth about your effortless customer experience and how your business is performing. But biases and half-truths could be leading you down the wrong path. How do you know what’s real?
In his presentation, Reality Check: Who is lying to you about your business?, Shawn Mims will teach you how to cut through the lies with data. You’ll learn how to make data-driven decisions, how to study your data to better serve – and earn more from – new and existing customers, and how to build a long-lasting data culture that gives your company another competitive advantage.
Success, Not Service: The Shift That Creates Effortless Loyalty
Two years ago, James Jordan changed the focus and the name of ServiceTrade’s support team from “customer service” to “customer success” and instilled a more proactive mindset across the entire company. Doing away with a repair mentality that fixates on gross margins frees up a service business to drive customer satisfaction and in turn, long-term loyalty and higher margins.
In his presentation, Success Not Service: The Shift that Creates an Effortless Experience, James will share a plan for a service business to break out of a reactive service model that creates disloyalty events and shift to the proactive, effortless, loyalty-earning experience that Matt Dixon describes in his keynote.
Stories of Usage and Reward – MIPS Impact Revisited
At DWC18, we shocked the audience with real-deal stats about the number MIPS (marketing impressions per service) they were using to engage their customers. The takeaway? Everyone could do better. So how have things changed in a year? David Teeter has the latest stats.
David works with ServiceTrade customers to study their account statistics in order to overcome roadblocks to maximum customer engagement and service value. In his presentation, Stories of Usage and Reward – MIPS Scores Revisited, he’ll show how following best practices is improving business performance, how higher MIPS leads to more growth, and why a volatile economic time is when you need to stop worrying about change and start making it happen.
The Future of ServiceTrade
Service contractors are constantly in need of streamlined operations and new technology for delivering differentiated customer service. Innovations in ServiceTrade and new integrations with other modern applications give you both. How will we keep making operations more streamlined? What new solutions will make things more effortless for your customers? Good news — we have a lot of ideas.
Chief Technology Officer Brian Smithwick will outline the initiatives ServiceTrade is investing in that will reduce effort, friction, and frustration for technicians, the front office, the back office, and everyone in between.
Claim one of the final open seats. Register today.
The Digital Wrap: Get Out of the Truck and Go Online to Own Your Customers by Billy Marshall
Money for Nothing: How a Digital Wrap Earns More Pay for Less Work by Billy Marshall and Shawn Mims
The Effortless Experience: Conquering the New Battleground for Customer Loyalty by Matthew Dixon, Nick Romin, and Rick DeLisi
The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon and Brent Adamson
Keynote Speaker Matt Dixon spoke about the Challenger Sale at the 2018 Digital Wrap Conference.