Peak End
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Peak-End Rule Help customers remember you as a great, unique company
description
A very basic introduction to peak-end design of user experiences, showing how to allocate people, processes and technology strategically to form memorable experiences. Based on the psychological work of Daniel Kahneman.
Transcript of Peak End
Peak-End Rule
Help customers remember you as a great, unique company
Memory•Brands live in the mind
•Brands: the best source of long-term value for a company and its shareholders
•Minds: the most powerful underused source of value
•How to make experiences memorable and branded?
Peak-End Rule•Nobel-prize winning psychologist
Daniel Kahneman
•We remember two things from an experience: its peak and its end
•Not the entire vacation, but the best part, and the very end
•Not the entire bank experience, but the best part, and the very end
Shaping Processes
•An experience is received by the customer as a single process
•Can comprises sub-processes
•“Going to the bank” = parking, signage, lobby, line, availability of forms, greeting, transaction, conversation, thank-you, etc.
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Fundamental Ideas
‣ Moment of Truth‣ Term created by Jan Carlson of
Scandinavian Airlines
‣ An interaction that leaves a lasting positive or negative impression on a customer.
‣ Sometimes driven by the level of concern, friendliness or civility shown the customer
‣ Sometimes a non-human processSources: Liljander and Mattson, Jones and Sasser
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Mastery of Moments of Truth
‣ Unacceptable experience levels destroy brand equity and can be expensive to escalate
‣ “Acceptable” experience is often neither memorable, nor differentiating
‣ Moments of truth can create or destroy brand value
‣ Challenging to uncover MOT using standard satisfaction surveys
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Peak-End Design‣ Who are your target customers?
‣ What are their needs in products, services and experiences? What are their MOTs?
‣ How do you deliver experience processes and subprocesses that EMPHASIZE your brand and ADDRESS the customer’s MOTs?
‣ How do you do this to create one or two amazing peak experiences? What do you do at the end?
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Peak-End Design‣ Prioritize the sub-processes you design
‣ MOT for the customer?
‣ Critical to the brand?
‣ Measure
‣ Are the sub-processes and the overall process memorable, branded, satisfactory, different from competitors?
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Peak-End Design
‣ Benefits
‣ More effective operational design
‣ Generates more satisfaction with the brand and company
‣ Allows you to spend less on subprocesses that are less important!
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PCV in the Real WorldCustomer
ExperienceDoes the experience
create a positive, branded memory?
How do touchpoint design, relevance of experience, brand
values, and memorability
compare to those of competitors?
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