I’ve seen this in the handling of some of my outdoor gear. When employees handled these situations well, they transformed a negative moment to a positive one. Almost 25% of the positive encounters cited by customers were actually employees responding to service failures: slow service, mistaken orders, lost reservations, delayed flights, and so on. You see this again in their note on service encounters.Ī study of service encounters asked customers to recall recent satisfying and dissatisfying interactions with employees of airlines, hotels, or restaurants. Even though overall the patients had more discomfort due to the procedure being longer. They rated the overall procedure more favourably because the end wasn’t quite as bad. Patients that had longer discomfort but the end wasn’t as painful, rated the procedure as less uncomfortable. There is a unique study of colonoscopies where they made the procedure longer by a minute, but that last minute was merely mildly uncomfortable compared to the rest of the procedure. Psychologists call it the “peak-end rule.” When people assess an experience, they tend to forget or ignore its length - a phenomenon called “duration neglect.” Instead, they seem to rate the experience based on two key moments: (1) the best or worst moment, known as the “peak” and (2) the ending. I bring them up here as well because you’ll continue to see them throughout the book’s content. There are at least two other interesting thoughts they get into before the main content of the book. They use these four elements as the backbone of their book, walking us through each area to give us deeper insight into what it means and how to bring them into our lives. A defining moment simply needs a single element to be a defining moment for the one experiencing it. ![]()
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