One key to designing great customer experience touch points is to understand the way our minds process and retain information.
Customers do not remember every moment of a customer experience equally. First impressions and primacy effects demonstrate that the beginning of an experience can have outsized importance.
Similarly, the peak-end rule informs us that specific portions of a customer’s experiences are more important than others in determining how the customer remembers the experience.
What is the peak-end rule? The peak-end rule states that we remember an experience by how we felt at its most intense moment and at the end, instead of an average of how we felt throughout.
Look at the picture above; what part of that dinner do you think both people will remember years later?
It is important to remember that the “most intense” moment can be positive or negative. This is one reason why an organization can do almost everything right yet the customer seems to focus on the one thing the organization got wrong.