The Effortless ExperienceBy: Matthew Dixon, Nick Toman, Rick DeLisi 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 theyve turned their research and analysis to a new vital business subjectcustomer loyaltywith a new book