CX Tip #4: Make Every Ending Count

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CX Tip #4: Make Every Ending Count
(Customer Connectedness)

People make decisions based on how they remember experiences, not on how they actually experience them. This distinction is important because people don’t remember experiences the way they actually occur. Memories are constructed as stories people create in their minds based on fragments of their actual experiences. Noble Prize-winning psychologist Daniel Kahneman’s research identified something called the “peak-end rule,” which states that people’s memories tend to be heavily influenced by the most severe (good/bad) parts of an experience and the way it ends. So improving the way you end experiences will have a disproportional effect on what customers remember. Keep this in mind when you’re developing an approach for how service reps end a call, designing the confirmation page after an online application, training technicians to close out a job in the field, or developing the discharge process for a hospital.

See full list of CX Tips

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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