09/02/2026
We've all heard it: "delight the customer." Go above and beyond. Wow them.
Turns out, that's not what keeps people loyal.
A study of 75,000+ customer interactions found that exceeding expectations barely moves loyalty — but making it easy to solve a problem does.
Customers punish bad service far more than they reward great service.
Swipe through for what actually drives loyalty (hint: it's not delight), 5 tactics real companies used to cut customer effort, and the results they saw.