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The Effortless Experience 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 bestseller "The Challenger Sale," Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they ve turned their research and analysis to a new vital business subject--customer loyalty--with a new book that turns the conventional wisdom on its head. 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 ...