Putting the customer first is becoming increasingly important in business operations. But does this mean you have to make the entire customer journey flawless? Is it necessary to eliminate all negative customer experiences? The answer is surprising: no, negative experiences can actually contribute to an unforgettable customer experience.
Why negative customer experiences are valuable
According to Sampson Lee, author of the article Pain is Good, negative customer experiences can leave a lasting impression leave behind. This is based on the research of Nobel Prize winner Daniel Kahneman, who says that customers mainly remember two moments: the climax and the end of their interaction with a brand.
Traditional approach versus strategic focus
In traditional Customer Experience (CX) Management, organizations try to optimize every aspect of the customer journey. Consider, for example, parking facilities, store design, range and waiting times in a physical store. While this seems logical, this approach often results in a generic, mediocre experience. Lee, on the other hand, argues that you should focus your resources on the elements that really matter.
Create a ‘peak experience’ through strategic choices
By focusing on the most important elements and consciously allowing lesser experiences in less relevant parts, you can create a powerful peak experience. This phenomenon, the ‘pain-pleasure gap’, creates a contrasting customer journey in which the positive moments are extra memorable.
Starbucks: a successful example
Starbucks is a textbook example of this principle. The long lines are a negative experience, but are more than offset by the high-quality service and quality of the coffee. As a result, customers mainly remember the peak moments and the customer experience remains positive.
How do you create the ultimate customer experience?
Identify the elements that are crucial to your brand and important to your customers. Use your resources to make these parts memorable. It may mean that you pay less attention to parts that are important to the customer, but are not distinctive for your brand.
In short, negative experiences do not have to be avoided. They can even become your best marketing strategy by amplifying peak experiences and differentiating your brand in a competitive market.
