Peak-End Law - People's memory of experience is determined by two factors: the feeling at the peak (whether positive or negative) and at the end. One is called the peak and the other is called the end. In the process, the feeling is good and the end. The proportion of bad experie

Peak-End Law - People's memory of experience is determined by two factors: the feeling at the peak (whether positive or negative) and at the end, one is called the peak and the other is called the end, and in the process The proportion of good and bad experiences and the duration of good and bad experiences have almost no impact on memory.

If you make a list of IKEA's best-sellers, the number one item may not be sofas, desk lamps, or shelves, but the ice cream cones that cost 1 yuan a pop at the exit.

IKEA's shopping route is designed according to the "peak-end law". Although it has some bad experiences, such as the "terrain" is complicated, even if you only buy a piece of furniture, you need to walk through the entire mall...

But its peak-end experience is still good. Its "peak" is the surprise in the process, such as the well-matched layout of the entire room, including bed, sofa, coffee table, etc., and you can also lie on the sofa or bed to sleep, etc.; it What is the "end" of? It’s ice cream for 1 yuan at the exit. Without the $1 ice cream at the exit, the "final" experience at IKEA would probably be poor.

Therefore, the 1 yuan cone seems to be a loss, but it brings an excellent "final" experience to IKEA and becomes a mark for people to remember IKEA. When people recall their IKEA shopping trip, they think the overall trip was great.

How to use the peak-end law for dental medical institutions?

For the vast majority of dental customers, an important reason for a poor medical experience is the waiting time during the process, which is a "peak" (negative).

If we can inform the customer clearly about the time they need to wait while they are waiting for the treatment, and then put a timing hourglass on them, and if the estimated waiting time is exceeded, we will give them tooth cleaning coupons or a 10% discount on the entire diagnosis and treatment fee, then The customer experience will likely be greatly improved.

If during the diagnosis and treatment process, the customer's emotions can be taken care of and comforted in a timely manner, proactively inform the customer of relevant information, and maintain communication and interaction with the customer, I believe the customer's diagnosis and treatment experience will be good.

Regarding the final value, many dental institutions have ignored it. It is over after the treatment is over, and the customers leave as soon as they leave, without paying much attention to construction and optimization. The result of neglect is that the negative peak value and the negative final value are accumulated and superimposed. Think about the customer experience.

Some pediatric dental clinics will give gifts and favorite snacks to children after treatment. In this way, even if the process is painful, there will be a sweet result in the end. This is a successful application of terminal value.

According to one study, successful use of terminal value can significantly increase customer satisfaction. After the doctor performs dental work on a client, he should not pick up the next client immediately. Instead, he should wait for the client to pay the fee, open the door for the client, personally escort the client out of the clinic, and chat with the client at the gate. After three actions (pushing the door for the customer, sending the customer out, and chatting with the customer outside the door), customer satisfaction increased by nearly 40%. During the experiment, the harmony and harmony of the doctor-patient relationship were clearly felt. Pleasure.

Let’s think about it carefully. Do you think these three actions seem very familiar?

Yes, that is a scene that often occurs when sending away distinguished guests in your own home.

Let’s imagine again, if that guest is not that noble to you and you don’t pay much attention to it, will you open the door for him personally, will you send him to the door, and will you have more time with him? Chat?

The reason why a movie can conquer the audience lies in a certain classic scene and an endlessly memorable ending.

hopes that dental clinics can combine their own actual conditions and make good use of the peak-end law to improve customer experience value.