Back in 2007, everyone was talking about customer loyalty and improving their Net Promoter Score (NPS). That’s when Matt Dixon and his colleagues started digging into how this can be improved and influenced by customer service. What they found was not what they were expecting and their research turned from three months into ten years, resulting in the book “The Effortless Experience”. One of their key findings was that delighted customers who had that “wow moment” aren’t actually more loyal than those whose expectations were simply met by customer service. A company should go ahead with delighting their customers with their product, their price, their brand and so on, but when it comes to service they need to make it easy for their customers. An effortless experience and a sticky value proposition is how you keep customers for life.