CX Tip #4: Make Every Ending Count

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CX Tip #4: Make Every Ending Count
(Customer Connectedness)

People make decisions based on how they remember experiences, not on how they actually experience them. This distinction is important because people don’t remember experiences the way they actually occur. Memories are constructed as stories people create in their minds based on fragments of their actual experiences. Noble Prize-winning psychologist Daniel Kahneman’s research identified something called the “peak-end rule,” which states that people’s memories tend to be heavily influenced by the most severe (good/bad) parts of an experience and the way it ends. So improving the way you end experiences will have a disproportional effect on what customers remember. Keep this in mind when you’re developing an approach for how service reps end a call, designing the confirmation page after an online application, training technicians to close out a job in the field, or developing the discharge process for a hospital.

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I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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