Apple Podcasts | Spotify | Stitcher | Google Podcasts   The most economically valuable thing you can do is to meet customer expectations. Yes, meet their expectations. Not exceed customer expectations. Not surprise and delight your customers at every turn. The best way to economically and experientially serve your customers is to meet their expectations. On this 12-minute solo episode of The Customer Experience Podcast and here in this blog post, I share my appreciation for and debunk a few customer experience myths with a book that I'm late to the party on. The book is called The Effortless Experience: Conquering the New Battleground for Customer Loyalty (Portfolio/Penguin, 2013) by Matt Dixon, Nick Toman, and Rick DeLisi. Dixon also coauthored The Challenger Sale and The Challenger Customer. My takeaways here from The Effortless Experience may not hold revelations for the more well-studied and expert customer success practitioners who listen to the show, but they likely will be for everyone else. The takeaways mentioned in this episode come only from the first chapter of the book, which is based on research with 97,000 consumers and hundreds of executives inside businesses serving these customers. An early, provocative quote: "What if you ...