Did you know that you can totally change a customer’s experience by fixing two little things?
Raj: Did you ever go to a restaurant and you had a really great entree, but then you get the dessert, and it’s kind of disappointing. And then maybe the waitress is just a little bit, not quite as friendly at the end, or kind of feels like she rushes you out at the end of the meal. And really your impression of the entire experience would just wasn’t as good because of it. Well, on today’s Monday, Mind Hack, we’re going to learn why. And then the series I go through psychological principles that you can use to improve the demand for your products, your services, and your company. So back to that restaurant. So you had a great meal, but you felt rushed at the end. And your overall impression of the thing is probably worse than it should be because you were rushed at the end. This is a psychological principle called the Peak-End-Rule.
And what it says is that people mostly remember the highs of anything And how it ended, and they kind of Over index for that. So for instance, there’ll be weighing not the entirety of the experience. Maybe I had a great restaurant experience at the beginning and they seated me and it was a really personable waiter. I ordered it had a great appetizer and I had a great entree and dessert was fine, but in the end, I felt like they were rushing me out so that they could seek the next guests. Unfortunately, the net effect of this is I’ll remember the peak. Maybe I’ll remember the great appetizer I had. And I’ll remember the end that I was rushed out, but I won’t kind of average it out and say that “Oh, overall on balance, it was really good, except I got rushed out.” That’s not how the brain forms impressions. So really with the Peak-End-Rule, you can engineer your customer experience to make sure that they’re experiencing highs.
And then at the very end of their experience when they’re completing something, whether it’s the end of the relationship or it’s the end of that particular segment of it, you want to make sure that ends on a high. Because what often happens in relationships or product usage, is there some really great parts of it, but it kind of then it Peters out. And unfortunately what you’re doing is you’re blunting all the great results that you got for somebody by really kind of fizzling out at the end and their overall impression isn’t as good. So you want to remember this, that your customer experience will probably be somewhat of a roller coaster. There’ll be some highs and there’ll be some blows. Focus on the highs and making the memorable and how it ends, how it ends, will radically affect the testimonials. You get the referrals that you get and how people overall perceive what you are delivered. That’s it for today’s Monday, Mind Hack it’s called the Peak-End-Rule. Use it and get more demand for your products.