[Kwerks - #10] People judge an experience by its peak and how it ends
Make sure they feel delighted during the peak and end of the service or experience you're providing.
Join the community of empathetic marketers, for 2 min tips based on behavioral science concepts.
Metrics Impacted: Referrals | Leads | Customer Satisfaction
Type: B2C | B2B
Previous tip: The first information your audience receives is very important (All tips here)
Problem:
People do not appreciate the service no matter what you try.
Recommendation:
Make sure they feel delighted during the peak and end of the service or experience you're providing.
Expected Effect:
In 1993, a study was conducted, where the participants were made to experience two different experiences. First, they were asked to submerge their hands in 14°C water for 60 seconds. After a while, they were asked to place their hands in 14°C water and then to keep them submerged for another 30 seconds in 15°C water.
When asked which one would be willing to repeat, they chose the second experiment as they liked its memory more than the first one.
Why does it work?
This effect works due to a multitude of reasons. They are:
We tend to judge or remember an event with snapshots from the memory, rather than as a whole experience. This triggers an emotional response in us. The retained value of those snapshots then reflects the positivity of the experience.
We remember emotionally intense memories.
Recency bias causes individuals to remember things that happened recently. Combining this bias with the peak and end rule can have amazing effects on your business.
How to implement this?
Positive experiences have the power to distract us from any negative ones. This can be,
A surprise coupon at the end of a purchase cycle or departure gifts when they exit (this is followed by Airbnb)
Giving your customer his favorite dessert for free if he had complained about the main course.
Create an emotional peak purposefully. It can be as simple as remembering someone's name, birthday or help them in some way. Use empathy as a business strategy.
Real-life Example:
Turbotax ends the tiresome process of filing your tax returns with a celebratory image indicating a sense of self-achievement and relief.