Peak End


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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.

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Peak End

  1. 1. Peak-End Rule <ul><li>Help customers remember you as a </li></ul><ul><li>great, unique company </li></ul>
  2. 2. Memory <ul><li>Brands live in the mind </li></ul><ul><ul><li>Brands: the best source of long-term value for a company and its shareholders </li></ul></ul><ul><ul><li>Minds: the most powerful underused source of value </li></ul></ul><ul><li>How to make experiences memorable and branded? </li></ul>
  3. 3. Peak-End Rule <ul><li>Nobel-prize winning psychologist Daniel Kahneman </li></ul><ul><ul><li>We remember two things from an experience: its peak and its end </li></ul></ul><ul><li>Not the entire vacation, but the best part, and the very end </li></ul><ul><li>Not the entire bank experience, but the best part, and the very end </li></ul>
  4. 4. Shaping Processes <ul><li>An experience is received by the customer as a single process </li></ul><ul><ul><li>Can comprises sub-processes </li></ul></ul><ul><ul><li>“Going to the bank” = parking, signage, lobby, line, availability of forms, greeting, transaction, conversation, thank-you, etc. </li></ul></ul>
  5. 5. Fundamental Ideas <ul><li>Moment of Truth </li></ul><ul><li>Term created by Jan Carlson of Scandinavian Airlines </li></ul><ul><li>An interaction that leaves a lasting positive or negative impression on a customer. </li></ul><ul><li>Sometimes driven by the level of concern, friendliness or civility shown the customer </li></ul><ul><li>Sometimes a non-human process </li></ul>Sources: Liljander and Mattson, Jones and Sasser
  6. 6. Mastery of Moments of Truth <ul><li>Unacceptable experience levels destroy brand equity and can be expensive to escalate </li></ul><ul><li>“ Acceptable” experience is often neither memorable, nor differentiating </li></ul><ul><li>Moments of truth can create or destroy brand value </li></ul><ul><li>Challenging to uncover MOT using standard satisfaction surveys </li></ul>
  7. 7. Peak-End Design <ul><li>Who are your target customers? </li></ul><ul><li>What are their needs in products, services and experiences? What are their MOTs? </li></ul><ul><li>How do you deliver experience processes and subprocesses that EMPHASIZE your brand and ADDRESS the customer’s MOTs? </li></ul><ul><li>How do you do this to create one or two amazing peak experiences? What do you do at the end ? </li></ul>
  8. 8. Peak-End Design <ul><li>Prioritize the sub-processes you design </li></ul><ul><ul><li>MOT for the customer? </li></ul></ul><ul><ul><li>Critical to the brand? </li></ul></ul><ul><li>Measure </li></ul><ul><ul><li>Are the sub-processes and the overall process memorable, branded, satisfactory, different from competitors? </li></ul></ul>
  9. 9. Peak-End Design <ul><li>Benefits </li></ul><ul><ul><li>More effective operational design </li></ul></ul><ul><ul><li>Generates more satisfaction with the brand and company </li></ul></ul><ul><ul><li>Allows you to spend less on subprocesses that are less important! </li></ul></ul>
  10. 10. PCV in the Real WorldCustomer Experience Does the experience create a positive, branded memory? How do touchpoint design, relevance of experience, brand values, and memorability compare to those of competitors?
  11. 11. This graphic copyrighted © 2001-2008 by Greater China CRM. Retail Experience Browse and choose now Use Stand in line Drive & Park Complain? Advocate?