Peak-End Rule Help customers remember you as a great, unique company

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?

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

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.

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.

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

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

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

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

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 ?

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 ?

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?

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?

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!

Benefits

More effective operational design

Generates more satisfaction with the brand and company

Allows you to spend less on subprocesses that are less important!

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?

This graphic copyrighted © 2001-2008 by Greater China CRM. Retail Experience Browse and choose now Use Stand in line Drive & Park Complain? Advocate?