Debunking conventional wisdom that customer service must wow customers to keep them loyal, The Effortless Experience: Conquering the New Battleground for Customer Loyalty reveals that a customer service strategy built around delighting customers doesn’t pay.

Instead, co-authors Matthew Dixon, Nick Toman and Rick DeLisi make the case that the more effective customer service strategy is to mitigate disloyalty by making service interactions easy.

Visit The Effortless Experience to learn more and check out the variety of bonus materials including customer testimonials and the book forward by Dan Heath, co-author of Decisive, Switch and Made to Stick.

The Effortless Experience was published in 2013.