smith+co on
customer experience
Shaun Smith
  • By Shaun Smith
  • May 13 2009

The peak end rule of customer experience

Daniel Kahneman, the Nobel prize-winning behavioural scientist, identified the ‘peak-end rule’ which says our overall memory of an experience is primarily driven by three things - the intensity of the highs and lows; how much control we feel we have over it; and how the experience ends.

Reflect on almost any memorable service experience you’ve had (good or bad) - whether it’s shopping, dining out, staying in a hotel, or dealing with a call centre - and you’ll find at least one aspect of this rule will apply. As such, it’s an important guideline to keep in mind when you design your customer experience.