Traditional Culture Encyclopedia - Hotel accommodation - Peak experience-the key to business success!

Peak experience-the key to business success!

Last night was my brother's birthday, and I reminded the store about it at midnight snack. I said what I need is to write something on my birthday. It can only be said that the store did not do enough, only sent a birthday noodle, no unexpected surprises, no birthday songs, no blessings. None of these simple things have been done. In my work, I have contacted several customers who are engaged in software development. The final decision is not about customer needs, software development and hardware facilities. Because these are nothing, why should I look for one of them? Because I am interested in his after-sales service, I have a feeling of no worries.

In the era of experience economy, in addition to products and services, people pay more attention to emotional experience and self-realization, and the consumption trend gradually shifts from "buying things" to "buying experiences, such as traveling, attending concerts and watching major games on the spot". For merchants, user experience is a business opportunity, and its most direct benefit is to enhance stickiness and generate profits.

How people feel about an experience depends on two moments: "the peak" (the best or worst moment) and "the end". For those engaged in product design, new media operation, creative marketing, enterprise management and customer service, these moments often determine consumers' buying behavior, willingness to cooperate and brand loyalty; For parents and teachers, these moments may bring lifelong enlightenment to children.

Experience can be designed. Imagine this situation: on the first day of employment, you just arrived at the door of the company, and a woman dressed in formal clothes greeted you. She showed you around the company, introduced the situation of each department, and then sent you to your desk. There is a banner hanging beside the desk, which says "New people are coming!" "The whole company can see it. There is a gift on the table, which is a model of a company product, made of stainless steel. When you turn on the computer, a beautiful picture representing the company concept appears on the screen. When you open the email, you will see an email from the CEO. He encourages you. I hope you have a good mood on your first day and enjoy working in the company. Throughout the morning, people kept coming to greet you, introduce themselves to you, and be caring and attentive to you. What do you think of this introductory experience? Do you think the company attaches so much importance to you that you must work hard and serve the company? In fact, this introductory experience was not conceived spontaneously by the company, but designed by the consulting company. This consulting company has implemented this kind of experience service for newcomers in many companies, and of course it has achieved good results. A good experience can not only leave unforgettable memories, but also bring a sense of glory and inspiration that will affect your life. If the company can design these experiences for others, consumers will be dominated by you. As American poet Maya Angelou said: People will forget what you said and did, but they will never forget how you made them feel. In fact, no company's service can meet all the service expectations of users. If an enterprise wants to meet all the service expectations of users, its resource allocation must be super redundant. It will definitely cost too much. Therefore, when a merchant sells a commodity or service, it will make the guests happy at the peak of the experience. In the end, the guests will be impressed and feel that this day is very beautiful.

Famous example: Creating peak experience is a wonderful means used by Disney and Ritz-Carlton. Once a family of three came back from a holiday, his son refused to sleep at night because he left his beloved giraffe doll at the Ritz-Carlton Hotel where he stayed during the holiday. In order to put their son to sleep, they had to lie: "The deer has gone on holiday and he doesn't want to go home yet." Later, after the children went to bed, the staff of the Ritz-Carlton Hotel called. They told the guests that the deer had been found, and the guests were relieved. They also told the hotel staff a lie about their son. Unexpectedly, a few days later, the deer returned home with a stack of photos. These photos are all kinds of scenes of deer "on vacation" in the hotel. Some of them put on a mask in the spa, some enjoy the sunshine bath by the pool, and even have photos of deer staring at the surveillance video. After seeing it, the husband and wife were elated and the son was even more excited. They told the story all over the circle of friends, and finally all the friends around them went to Ritz-Carlton to experience it. Generally speaking, assuming that we are hotel staff, the most ideal way is for us to send the deer back in gorgeous packaging, and this matter will be solved perfectly. However, the staff of the Ritz-Carlton Hotel spent several hours taking photos with the deer around the hotel, which broke our ideal solution and gave people a wonderful experience of "unexpected and reasonable". The deeper meaning is that they make the world a better place.

What's the use of peak experience? Perhaps many friends saw the benefits of peak experience from this incident. When a person evaluates or experiences a thing, the key moment that determines his score lies in the best and worst moment, that is, the peak moment. This phenomenon is called "peak-to-peak law". The feeling of the above customers when Ritz-Carlton sent the deer back is the peak moment, and the peak moment will give this matter a high or low score in our subconscious. When you subconsciously give this matter 6 points, you have a 30% chance to recommend it to your friends. When you give 7 points, you have a 50% chance to recommend it, while 8 points is 75%. When you reach 9 points, it is 94% chance. It is conceivable that when each experiencer gives Ritz-Carlton a score of 9, the promotion cost will be greatly reduced for the whole group. Of course, this is just a profit.

How to create a peak experience? Psychologists have done a lot of experiments to prove that some experiences of the human brain will not fade away with the forgetting curve, but will be fresh in memory, which is called memory bulge. Many times, the peak experience does not require a lot of investment, but "unexpected, reasonable" will make people's memories swell, which will bring unexpected surprises! There is a book called Behavior Design: Creating Peak Experience. How to easily control others' behaviors in four moments and create a peak experience;

First, create a happy moment. Three ways to create surprises: enhance sensory enjoyment, increase excitement and break the script. Breaking the script is the key Our life is full of scripts: scripts about how your family spends the weekend, scripts about staff meetings in your team, scripts about staying in hotels … these scripts are so familiar to us. For example, if you go to McDonald's, no matter where you are in the world, you can accurately predict what kind of food and service you will get. But here comes the problem: familiarity and unforgettable are always changing. Who will cherish the experience of eating at McDonald's last time? Breaking the script is a watershed between old methods and new routines. It is necessary to break through people's cognition and expectation of these conventional experiences. For entrepreneurs, breaking the script is a winning strategy, which can not only create a brilliant moment to highlight the company's brand, but also make the new company stand out from the peers and realize the innovation of the company's marketing strategy.

The second is to create cognitive moments. In other words, people gain insight and realize their potential or incompetence. This method can be simply summed up as a "two-step strategy", that is, first give people a "heavy punch" and then "help them up". Let's talk about the way of "punching in" first. For example, suppose you have a plan in your hand and need the support of others urgently. What would you do? Option one, focus on selling the solution, and you will try to convince them to accept it and find evidence to prove its reliability. Option 2, focus on finding problems, find problems for customers, and then add fuel to the problems. In this way, once they realize the seriousness of the problem, their attention will naturally shift to the solution. Option 2 seems more reasonable. As soon as your fist comes out, you must hit the key parts and hit the core of the problem directly, so that your solution will be more valuable. After the fist is finished, people have to "lift". How to "help" is still very particular, and it needs the help of "high standards+confidence" and "direction+support". It's like a leader telling you that I have high expectations for you and I know you can achieve these goals. It's a bit difficult, but you can try to challenge it. If you fail, I will help you get back on your feet. In this case, employees will undoubtedly have an unforgettable "peak moment", which is also a panacea to guide people to have a correct self-awareness.

Third, create a moment of glory. Happy moments make you break away from convention, cognitive moments inspire you to know the world and yourself, and brilliant moments record your most brilliant moments and the most common "peak moments". How can we create a brilliant moment? There are three ways to use it: recognize others; Set milestones; Exercise courage. Recognizing that others can create decisive moments for others is often used in the education industry. When you finish a course, educational institutions often give you a certificate. If you set a milestone, you can create a brilliant moment for yourself. For example, "learning English" is a headache for many people. Because "learning English well" is a vague goal, it is easy to make people feel discouraged. In fact, English level can be divided into several milestones. For example: 1. Will order food; 2. Be able to have a simple conversation with the driver; 3. Reading newspapers can understand at least one news headline; 4. You can watch children's cartoons; 5. read a book at kindergarten level ... give yourself a reward every time you complete a small goal, and progress will be faster.

Fourth, create connection moments. The "connection" here refers to the connection between people. Many times, we are used to considering interpersonal relationships in terms of the length of time, thinking that the longer the relationship is maintained, the more stable it will be. However, interpersonal relationships do not follow the stable and predictable development speed. Sometimes, long-term interpersonal relationships will encounter a platform period; And some interpersonal relationships will develop rapidly in the right century. Many experiments have proved that if a team has experienced difficult times, struggled together and suffered together, the cohesion of this team will be particularly strong. It is reasonable for China people to say that the good relationship is "carrying guns together and opening windows together". So it makes sense for some companies to take people out for survival training or military training. In team management, many enterprises can realize the importance of creating a sense of connection, so what should they do in the face of consumers? For example, 7-ELEVEN, a well-known convenience store in Japan, has set up a "one-day store manager" experience activity for children. During the activity, children should wear their own work uniforms, and they will experience cashier, shelf sorting, cleaning and so on. At the end of the activity, they will also get souvenirs such as badges. This kind of experience makes consumers and businesses involved in richer feelings and further their relationship.

The doorway of "peak experience" has been widely used in business and even in all fields of your life. As customers, consumers, product users and so on, we are actually being "designed" all the time. On the other hand, when you are an entrepreneur, entrepreneur, marketer and interaction designer, you should also seize the "peak moment" of people and realize the maximization of business value and interests through designing behaviors and experiences.