For years, companies focused their customer service on one goal: satisfy the customer. When the customer is happy, they'll continue to purchase your products and services, right? Well, maybe not.
As research shows, customer loyalty is not built by pleasing your customers. Rather, loyalty increases when companies reduce the amount of effort it takes for customers to do business with them. Fab.com,the the fastest growing commerce site in the world proved this concept by implementing changes that effective reduced the amount of effort it takes to get their questions answered.
