To many marketers, the peak-end rule, as described by Nobel Prize-winning psychologist 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 most defining moments in the customer journey are often the least obvious to the brand. Customer journeys are emotional journeys. Brandtrust specializes in uncovering the emotional journey of your customers and identifying the moments that matter most for those you serve.
Customers don’t consciously calculate the net effect of a brand experience. The experiences generating the strongest emotional reactions, both positive and negative, create the ultimate overall impression and determine whether consumers dare risk repeating that experience. Many companies overlook the importance of the emotional journey, and create needless complexity that leaves them data rich and insight poor. In reality, there may be dozens (even hundreds) of touch points, but only a few are truly significant and contribute to forming the emotional bonds that encourage customer loyalty and advocacy.
- Emotional and Behavioral Journey Understanding
- Opportunity Mapping
- Experience Visioning / Blueprinting to bring brand experiences to life