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 ...

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 Presentation Transcript

  • 1. Peak-End Rule
    • Help customers remember you as a
    • great, unique company
  • 2. 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?
  • 3. 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
  • 4. 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.
  • 5. 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 process
    Sources: Liljander and Mattson, Jones and Sasser
  • 6. 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
  • 7. 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 ?
  • 8. 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?
  • 9. 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!
  • 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. This graphic copyrighted © 2001-2008 by Greater China CRM. Retail Experience Browse and choose now Use Stand in line Drive & Park Complain? Advocate?