According to a survey conducted by “The Corporate Executive Board”, companies should not artificially raise expectations in their efforts to over-satisfy customers. The research suggests, and CEB advises, instead that reducing the level of effort a customer exerts in the service channel is a more effective path to customer loyalty.
In fact, 96 percent of customers who put forth high effort to resolve their is sues are more disloyal. This should be an eye-opening number when companies consider that 59 percent of customers report moderate-to-high perceived additional effort in a service interaction, the Customer Contact Council, a division of CEB, found.
See the article about delighting customers