Customer Experience Essentials: the Memory Effect
Readers well-versed in the customer experience will know of the importance memory has on ‘the emotional signature’ of a brand and how essential it is to make deliberate emotional connections.
It’s a truism that people don’t by a product or service for what it does, but how it makes them feel.
And research into the impact on emotions on memory by Daniel Kahneman, especially the peak-end rule, confirm the significance of touchpoints on the customer journey.
Latest research into memory, behaviour – and the customer experience
So it was little surprise to us to hear of this hot-off-the-press piece of research conducted by Dr Brad Buchsbaum and his team that has discovered that memories are as resonant as vivid as the real experience.
Bottom line: make sure you create the right experiences for your customers, and the right memories, and keep them coming back!
(PS Why not have a quick look at our Customer Experience Maximisation programme if you’re interested in ways on how to do that!)
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