{"id":15556,"date":"2015-12-10T11:01:09","date_gmt":"2015-12-10T16:01:09","guid":{"rendered":"https:\/\/beyondphilosophy.com\/?p=15556"},"modified":"2019-09-22T08:02:06","modified_gmt":"2019-09-22T12:02:06","slug":"why-the-customer-experience-doesnt-create-loyalty","status":"publish","type":"post","link":"https:\/\/beyondphilosophy.com\/why-the-customer-experience-doesnt-create-loyalty\/","title":{"rendered":"Why the Customer Experience Doesn\u2019t Create Loyalty"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">People don\u2019t choose your product or service because of the experience they had; they choose it because of the experience they remember\u2014and these two are not the same thing! Creating a great memory of your experience in your Customer\u2019s mind is critical to creating <a href=\"https:\/\/beyondphilosophy.com\/customer-experience\/customer-loyalty\/\">Customer Loyalty<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider this quote from Professor Daniel Kahneman, the Nobel Prize Winning Economist:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cThere is a big difference between an experience and the memory of an experience.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">His TED Talk is one of the most profound I have seen for years. \u201cThe riddle of experience vs. memory,\u201d he explains all the details of why this is the case.<\/span><br \/>\n<!--more--><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/XgRlrBl-7Yg\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Kahneman points out that what we experience can often be quite different than what we remember from the experience. It is one of the cognitive traps we all have. \u00a0He explains that all of us have two selves that experience things: the experiencing self and the remembering self.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><b>experiencing self<\/b><span style=\"font-weight: 400;\"> lives in the present. It\u2019s this self that is living the experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><b>remembering self <\/b><span style=\"font-weight: 400;\">recalls what happened in the past. It\u2019s the one that \u201ckeeps score\u201d and recounts the details of one\u2019s life. It remembers how you felt during the experience the experiencing self had.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The remembering self tells stories. What we remember about an experience is a story. Kahneman refers to it as \u201cwhat we get to keep\u201d about the experience.<\/span><\/p>\n<p><b>The Remembering Self is Where Loyalty is Formed<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The remembering self also plays an important role in recalling your preferences for products or services. When it\u2019s time to choose, the remembering self tells you a story about your last experience with a product or service to help you decide what to do.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But here\u2019s the thing about the story the remembering self tells: it\u2019s not the <\/span><i><span style=\"font-weight: 400;\">whole<\/span><\/i><span style=\"font-weight: 400;\"> story. Kahneman shares an example in his talk about a man who told Kahneman he listened to a recording of a symphony that had a terrible screeching sound near the end. Before the screech, the man described the music as \u201cglorious.\u201d After the screech, however, he said it \u201cruined the whole thing.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most of what people remember about an experience is their peak emotional moment and how it ended. We call this the<\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Peak%E2%80%93end_rule\" rel=\"nofollow noopener\" target=\"_blank\"> <span style=\"font-weight: 400;\">Peak End Rule,<\/span><\/a><span style=\"font-weight: 400;\"> a psychological shortcut people use to judge an experience. You could have a great experience with a product or service, but if something unpleasant or disappointing happens at the end of that experience, that unpleasantness is the part that you remember. It can be the screech that ruins your <a href=\"https:\/\/beyondphilosophy.com\/customer-experience\/\">Customer Experience<\/a>.<\/span><\/p>\n<p><b>Creating Better Memories for the Remembering Self<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Psychologists from the University of Sussex published in the <\/span><i><span style=\"font-weight: 400;\">Journal of Neuroscience <\/span><\/i><span style=\"font-weight: 400;\">that \u201c<\/span><a href=\"http:\/\/www.sciencedaily.com\/releases\/2015\/10\/151027213408.htm\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">rehearsing information immediately after being given it may be all you need to make it a permanent memory<\/span><\/a><span style=\"font-weight: 400;\">.\u201d It turns out that the area of the brain that activates for memory recording will also activate whenever it rehearses the memory.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creating a permanent pleasant or happy memory associated with your product or service is what you need to build Customer Loyalty. Rehearsing these pleasant or happy memories of the experience will help do that. And because most of what Customers are going to keep are the Peak and the End of the Experience, it\u2019s a good idea to rehearse it at the end. This rehearsal should be designed into your Customer experience. We use our <\/span><a href=\"https:\/\/beyondphilosophy.com\/services\/moment-mapping\/\"><span style=\"font-weight: 400;\">Behavioral Journey Mapping <\/span><\/a><span style=\"font-weight: 400;\">tool to find this moment. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">What do I mean by \u201crehearsing\u201d? It could be a lot of things, but just as an example it could be a recap of the experience by a member of your team. This could mean a call center agent performs a wrap-up summary before ending the call. For an online interaction, this could mean a follow-up email. In a chat session, it could be a brief summary response at the end before ending the chat. Whatever form it takes, the recap should include a quick summary emphasizing the high points of the interaction and how the experience met the Customer\u2019s needs or that the problem was solved to the Customer\u2019s Satisfaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s even better for forming memories if the Customer does the recap. Perhaps requesting an online review, a testimonial, or for the Customer to take a survey could facilitate a Customer-performed rehearsal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I suppose I should state the obvious here: <\/span><b>None of this memory rehearsing will work to create loyalty if you provide a lousy Customer Experience<\/b><span style=\"font-weight: 400;\">. Before you can rehearse a memory, it is vital that you have a good script from which to read!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer Loyalty is not made during the experience; it\u2019s made during the memory of the experience. By rehearsing what you want that memory to be with the Customer, you might be able to create a permanent memory that keeps that Customer coming back to you for more.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">If you enjoyed this post, you might be interested in the following blogs:<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><i><a href=\"https:\/\/beyondphilosophy.com\/behavior-psychology-proves-event-boundaries-affect-customers-memory-experience\/\"><i><span style=\"font-weight: 400;\">Behavior Psychology Proves that Event Boundaries Affect Customers\u2019 Memory of Your Experience<\/span><\/i><\/a><\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/beyondphilosophy.com\/customers-emotions-are-predictable\/\"><i><span style=\"font-weight: 400;\">Customers\u2019 Emotions Are Predictable<\/span><\/i><\/a><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/beyondphilosophy.com\/why-your-memory-matters-more-than-your-experience-2\/\"><i><span style=\"font-weight: 400;\">Why Your Memory Matters More Than Your Experience<\/span><\/i><\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/beyondphilosophy.com\/our-team\/colin-shaw\/?utm_source=linkedin&amp;utm_medium=pulse&amp;utm_campaign=n2n\"><i><span style=\"font-weight: 400;\">Colin Shaw<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> is the founder and CEO of<\/span><\/i><a href=\"http:\/\/bit.ly\/189lvWr\" rel=\"nofollow noopener\" target=\"_blank\"> <i><span style=\"font-weight: 400;\">Beyond Philosophy<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">, one of the world&#8217;s leading Customer experience consultancy &amp; training organizations. Colin is an international author of<\/span><\/i><a href=\"http:\/\/bit.ly\/IrQ8uB\" rel=\"nofollow noopener\" target=\"_blank\"> <i><span style=\"font-weight: 400;\">five bestselling books<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> and an engaging keynote speaker.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Follow Colin Shaw on Twitter &amp; Periscope<\/span><\/i><a href=\"http:\/\/bit.ly\/1hxF3H7\" rel=\"nofollow noopener\" target=\"_blank\"> <i><span style=\"font-weight: 400;\">@ColinShaw_CX<\/span><\/i><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>People don\u2019t choose your product or service because of the experience they had; they choose it because of the experience they remember\u2014and these two are not the same thing! Creating a great memory of your experience in your Customer\u2019s mind is critical to creating Customer Loyalty. Consider this quote from Professor Daniel Kahneman, the Nobel [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":15557,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[97,83,113],"tags":[],"class_list":["post-15556","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogs","category-customer-experience-1","category-customer-loyalty"],"_links":{"self":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/15556","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/comments?post=15556"}],"version-history":[{"count":0,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/15556\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media\/15557"}],"wp:attachment":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media?parent=15556"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/categories?post=15556"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/tags?post=15556"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}