When people remember their feelings from a past experience (pain for a medical procedure, frustration when shopping online, etc.), they do so by:
- remembering their experience at the peak, that is at the most intense point of their experience
- remembering their experience at the end
- neglecting to take into account the total duration of their experience
- in its simplest form, that means you can influence how a customer remembers an interaction (positively or negatively) by focusing on the most intense point of the interaction and on its end. Obviously, a positive peak point is the ideal, but if it s a negative, this can be offset to an extent by a positive end.
- the peak of a customer interaction is often dictated by its structure and not easily adjustable. The end is often more amenable to modification and is thus a great target for behavior orchestration.