If the end is messy, everything will be ruined. It works terribly well in business [Peak End Law]
Hello, this is Nyukio, a professional interviewer.
I am aprofessional interviewer in Kitano-cho, Kobe.
Including those who have not been recorded, we have interviewed more than 1,723 people.
Next year is the Year of the Horse.
When I hear that, for some reason I want to eat horse sashimi.
Humans are surprisingly simple.
However, what comes to mind at these moments is the fact that "people remember events not as a whole", but as "the moment when the impression was strongest and how it ended".
This is called the "peak-end law" in psychology.
Contents
Contents
What is the peak-end law?
Psychologist a theory proposed by Daniel Kahneman, which states that humans are not "the average of the entire experience",
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The moment when I was most emotional (peak)
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Final impression (end)
These two points are the main points that determine the evaluation of the entire experience.
Even if the middle is a little rough, if the peak is good or the end is comfortable, I feel that it was a good experience.
On the other hand, no matter how wonderful the first half is, if the end is bad, it will be replaced with "it was subtle".
That's how much a person's memory is > "structurally biased".
Where is the "peak" and where is the "end" in business?
This varies depending on the industry and scene, but specifically, this is the part.
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Customer Service & Service
Peak = the most pleasant correspondence
End = send-off or last word
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EC / Purchase Experience
Peak = product arrival/opening experience
End = post-purchase email or follow
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Proposed Sales
Peak = Presentation part that is the decisive blow
End = How to close a meeting or say thank you
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Creative
feeling
Peak = Scene of the show
End = ending with a lingering
What
is common to business in general is that
means that people evaluate the experience based on "impression points" rather than the whole.
"common losses" that occur when the peak end is neglected
In particular, [A pattern that is sloppy, and the overall impression is reduced]
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Delayed follow-up
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The last email is mechanical
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The end of the meeting is ambiguous and there is no closure
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The
last few seconds of a video suddenly become simplified
This "disturbance of the end" alone will fade other efforts together.
Conversely, there is a structure in which companies with the same ability are evaluated more in order to have a "finish".
Business application: Just hold three of them to get an effect
.(1) Intentionally design peaks
Good moments are intentionally created.
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When is it easy to move emotions
? -
What should be emphasized as a "showcase"
? -
Where will be the highlight of the experience
If you are aware of this part, the "mountain" of customer satisfaction will become clear.
(2) Carefully trim the ends
The way it ends is the final touch of the experience.
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Polite final greetings
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Turn a sentence in a thank you email into humane words
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Don't simplify the closing of videos and materials
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Make it
a habit to follow up after the service ends
The end is the "exit of impressions", so just adjusting this place will stabilize the evaluation.
(3) Focus on "memorable points" rather than average scores
Itis not necessary to score 100 points evenly for the entire process, the important thing is:
"Holding down the points that act on memory".
If the peak and end are strong, people hardly remember the small shaking along the way. (I don't remember what we talked about at the drinking party, but it was fun!) That's what it is. ）
Summary: Business is determined by "how you are remembered"
What people remember is not the "facts themselves", but only the moment when the heart moves and the last impression.
That's why customer experience, service design, sales, and creativity, in all industries,
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where to peak
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how to end
Clarifying these two points will lead to reproducible results.
Whydon't you be aware of the peak and end of next year's strategy?
Finally,
Next year is the Year of the Horse.
When I hear that, for some reason I want to eat horse sashimi.
It has become.
If you remember the this interview program is recommended.
