The Peak-End Rule
Why your peak and exit matters more than your entrance
Time: 3.50 Minutes
Everyone obsesses over first impressions. But customers judge your entire experience based on the peak moment and how it ends.
This entrance fixation is destroying European customer retention. Therefore you should master the Peak-End Rule.
Think of your last real life experience maybe in fun park or in a spa. Think about what drove your experience what do you remember?
What was the peak? What the end? And if the end wasn’t great, had this any impact on your feelings about that experience?
This is the Peak-End Rule in action. And here is how it works…
People remember high points and endings.
Everything else blurs together in memory.
Bad endings overshadow perfect experiences.
That spa with incredible service but terrible checkout? Negative reviews guaranteed.
Good endings make everything shine brighter.
Like that karate dojo ending every class with slushies, kids can't wait to return.
But how do you design memorable peaks and endings?
Here are some directions to get you going:
Map your customer journey completely.
Identify every touchpoint from first contact to final goodbye.
Create intentional peak moments.
Surprise upgrades. Unexpected bonuses. Personal touches that exceed expectations.
Design smooth exits religiously.
Fast checkout. Thank you notes. Follow-up surveys that show you care.
Never prioritize new customers over existing ones.
That spa prioritized arrivals over people waiting to leave, a fatal mistake.
Yet most businesses front-load their customer experience. Why?
Marketing budgets focus on acquisition, not retention. We measure first impressions, not last ones.
European politeness makes us avoid "bothering" customers during exit.
The brutal math hits hard.
While you're perfecting onboarding, competitors nail the ending and steal your customers with better memories.
The karate dojo gets it. Simple slushie = excited kids begging parents to return.
Invest more in the customer you already have. In the long retention beats aquistiition most of the time. (and is often cheaper!)
So keep designing great peaks and endings, and stay curious.
Your favourite Domi.
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Have an epic time, see you soon for the next Transmission…
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