To many marketers, the peak-end rule, as described by Nobel laureate and father of behavioral economics Daniel Kahneman, is a familiar concept. But its far-reaching implications aren’t widely understood. The peak-end rule is—and should be—the heart and soul of customer experience design.
The peak-end rule is a psychological heuristic in which people judge an experience largely based on how they felt at its positive and negative peaks (most intense points) and at its end, rather than based on the total sum or average of every moment of the experience. The most defining moments in the customer journey are often the least obvious to the brand.
Customers don’t consciously calculate the net effect of a brand experience. Their strongest emotional reactions, both positive and negative, are all that counts; average experiences won’t win customers.
- Emotional and Behavioral Journey Understanding
- Opportunity Mapping
- Experience Visioning / Blueprinting to bring brand experiences to life
- Learn more about how to earn loyalty through building peak customer experiences.