The document summarizes a research article that challenges the belief that companies should aim to delight customers. Through a study of over 75,000 customers across multiple industries over two years, the researchers found that reducing customer effort, such as streamlining processes and empowering employees, was more effective at improving loyalty and satisfaction than exceptional customer service. The article is relevant to customer service, marketing, management, and business strategy. It argues focusing on easy interactions rather than delight can drive business success by increasing repurchases, recommendations, and spending.