What is the peak-end law? In the process of experiencing an event, there are two most important indicators: one is the peak and the other is the end. This refers to the peak experience during the event and the experience at the end of the event. These two experiences will determine our evaluation of the event. This is the “peak-end law”.
The peak-end law was proposed by Daniel Kahneman, a psychologist and Nobel Prize winner in economics. It is based on the characteristics of our subconscious summary of experience: after a user experiences something, all he can remember is the experience at the peak (peak) and end (end), and the difference between good and bad experiences in the process The specific gravity and the length of experience have little impact on memory.
Some smart businesses discovered after studying the peak-end law that this kind of experience can be designed. There is a special telephone next to the swimming pool of the Magic Castle Hotel in Los Angeles, USA. There is a button on the telephone called the “Possicle Hotline.” As long as the guest presses the Popsicle Hotline, a waiter will be wearing very ceremonial clothes and wearing a Wearing white gloves, holding a silver tray with an ice bucket, he walked up to the guest and said “please choose”. Once the ice bucket is opened, there are colorful popsicles inside. You can take them and eat them as you like, with various flavors.
If you look at the moment of calling the popsicle hotline in the context of the entire holiday, there is no doubt that it was a decisive moment. When guests who have used this service tell their friends about their vacation in Los Angeles, they say, “We went to Disneyland, we went to the Hollywood Walk of Fame, we stayed in a hotel called the Magic Castle, you’re sure Unexpectedly, there is a phone by the swimming pool…” The popsicle hotline was a decisive moment in the entire journey, and this moment was planned by a smart businessman.
To create a peak-end experience, the most important thing is to say “no” to the ordinary. When I went to Haidilao for hot pot for the first time, a group of waiters with friendly smiles handed customers towels to wipe their hands, fruits and peanuts. Even toilet paper was handed to the bathroom, and a box of snacks was given before leaving. Even though the guests are not used to such “extreme” service, they feel indescribably comfortable inside. I can’t even remember what I ate, but I was deeply impressed by Haidilao’s service.
In fact, the peak-end law is a human cognitive bias. When it comes to memories of past things and events, it is often easier for people to remember those particularly good or particularly bad moments. , or the final end moment, the average value during the process is often ignored. The peak-end law is also a behavioral model and management concept that is highly respected in marketing. Just like the queues for popular rides in an amusement park take a long time, and the real play time is only a few minutes, but what people often remember is not the queue. The long process of waiting is just the minutes or even seconds of playing.
There are many typical examples of the peak-end law that are often encountered in life. For example, most restaurants will have several special dishes or signature dishes, and milk tea shops will also have must-order or popular drinks. Exit the mobile app Open a new window to receive large coupons, low-price sales at zero o’clock during “Double 11” shopping and return discounts in the last few hours, movies will have climaxes and impressive endings, and children will finish their training classes. The teacher will give praise and give out a lollipop…
The peak-end law is a double-edged sword. In life, we must be aware of the existence of the Peak-End Law, be able to identify bad Peak-End Law events, and strive to create good Peak-End Law events.
There was a time when my mother always got up early and went out, and she would bring back a few grass eggs every day. I asked her what was going on, and she said that there was a store holding an event where you could get free pasture eggs every day, so she got up early every day and queued up to get the eggs. A few days later, she brought back a basket of eggs, and also bought two sets of thermal underwear for herself and my dad in that store. She said it was the last day of activities and she spent four to five hundred yuan.
This store is running promotions, giving away a few free grass eggs every day (small climax), and finally a basket of grass eggs (big climax). When you are very fond of it, finally The day is over (end), selling goods. The store applied the peak-end rule very well. In fact, the two sets of thermal underwear were not worth four or five hundred yuan at all.
At work, when we make slide presentations or teach, we must deliberately set or reserve the climax (peak) and end (end) of the lecture, so that we can leave a lasting impression on others. deep impression. If you resign from a company, you must hand over your work in detail in the last period. A good ending can not only reflect our good professional quality, but also lay a good foundation for the next job.
Being good at using the peak-end law will bring many unexpected gains and surprise moments to our work and life. The peak-end law and its application research give us inspiration: Compared with the more average, full-process customer experience management method, focusing limited resources on experience management at the peak and end points of customer contact can use less resources. Or the same resources can achieve higher service efficiency, thereby optimizing the overall customer experience. The discovery of this law opens a window for economic research, business management, and government decision-making, forming a very shocking and influential service model.