We've all heard the adage: "You only get one chance to make a first impression." While that first impression certainly carries weight, it's not the be-all and end-all. There's hope for recovery, thanks to a psychological principle known as the peak-end rule.
Pioneered by Nobel laureate Daniel Kahneman and Barbara Fredrickson in 1993, the peak-end rule explains how our memories of experiences are disproportionately shaped by the most intense moments (the "peak") and how the experience concludes (the "end"). We tend to remember these moments more vividly than the overall experience.
Consider two scenarios: Experience A is objectively better than Experience B for the majority of its duration. However, Experience A ends poorly, while Experience B has a positive conclusion. Despite its overall superiority, the negative ending of Experience A can overshadow all the positive aspects, making Experience B seem more favourable in retrospect simply because of its stronger ending.
This principle has powerful implications, especially in customer service. Even if a customer's experience has been mediocre or even negative for most of the interaction, a truly positive and memorable ending can significantly improve their overall perception and satisfaction. A poor initial interaction can be partially mitigated by ensuring a strong finish.
However, the peak-end rule also carries a warning. While a strong finish can help, a failed attempt to rectify a poor experience can actually make things worse. If a customer has already had a negative interaction, and efforts to improve the situation fall flat or feel insincere, the negative "end" can amplify the initial dissatisfaction, leaving a lasting and even more damaging impression. Therefore, while a positive ending is crucial, it must be genuine and effective to truly turn the experience around.