This book is great because, like The Challenger Sale, it forces us to confront what we think we know to be true. This time, in The Effortless Experience, Dixon and his co-authors take on customer loyalty and call into question the concept of “customer delight.”

With years of data from CEB Global to back up the idea, they explain that mitigating disloyalty is not about dazzling or wowing customers beyond their expectations, but about reducing the effort required of them to get just what they need.

Dixon, Toman, and DeLisi provide insights, tools, and strategies companies can use to discover how they measure up on a customer effort scale and how they can re-prioritize to create a low-effort environment that increases loyalty.