What is the peak-end rule?
The ' peak-end rule ' is a psychological phenomenon, discovered by (among others) Nobel Prize winner Daniel Kahneman (psychologist). It is the habit of people, when they think back to an experience, not to think about the totality of the experience. You only remember this experience based on certain details: 'the peak' and the end.
For example, research shows that a one-week vacation with a few great moments and a great ending is rated more positively than a great three-week vacation with no real highlights and which ended with a disappointment.
Peak-End-Rule
Give customers a super 'peak' reminder
Because the peak and the end are the most memorable, it is important to have crucial moments in the customer journey . An experience with a peak moment contributes more to a customer's memory than when an experience is consistently average or good. A continuous experience is often not memorable and distinctive. But a good product or good service is no longer enough to distinguish yourself these days. A memorable customer experience is.
It is therefore important to ensure positive peak moments. During a peak moment you can play on the emotional experience of the customer so that he experiences a positive image of your brand. Make sure that the peak is so pleasant that it leaves a crushing impression and that the peak is memorable, branded , satisfying and distinctive from your competitors.
Make sure the peak moment matches your brand promise
A peak moment that matches your brand promise has a big effect on the memory and experience of your brand. If you improve a moment in the customer journey that means little to your brand promise, then this will have little effect on the experience and memory of your brand.
Take IKEA for example . Searching for products yourself in a large and grey warehouse is not exactly customer friendly. Yet IKEA does not need to invest extra to alleviate this 'pain'. This is not one of the brand values (design at a low price and a day out for the family) of IKEA.
ikea hot dog
IKEA focuses on moments in the customer journey that iceland phone data really matter to customers. Customers go home with design for a low price and end the shopping experience positively with a dirt-cheap hot dog or ice cream. This makes the annoyance of searching for the product in the warehouse forgotten.
A surprising ending
Customers also remember a positive ending well. For a retailer, this moment can be in the ordering process, the confirmation email or even in the package that has been sent.
Surprise your visitors during the checkout process
During the ordering process, you can offer visitors something unexpected. For example, Sephora gives visitors three free samples during the ordering process. It is an unexpected gift that you receive and that creates a positive emotion.
Sephora
Offer a little extra on delivery
You can also positively surprise a customer when the package is delivered. This can be done in different ways.
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