The purpose of the peak final value

Lifelong learning, lifelong entrepreneurship 88 years in Li Xiaobai

This is the 42nd article I write every day.

The peak and final values were put forward by Daniel Kahneman, a psychologist who won the Nobel Prize in 2002. He found that everyone's memory of the experience is determined by two core factors:

First of all, when you experience the highest peak, whether it is a positive peak or a negative peak, you should be able to remember it.

The second is the feeling of ending. This is the peak-to-peak rule.

After experiencing a thing or a product, all you can remember is the experience at the peak and the final value. Everything in the whole process is good or bad, and the length of time has little effect on memory or feelings.

For example, everyone likes IKEA, but IKEA also has many bad user experiences. For example, if you only buy one piece of furniture, you need to follow the road map to take the whole shopping mall; For example, there are few shop assistants in IKEA, so we need to find the goods on the shelves and move them down.

However, IKEA sets the "peak value" of customers very well.

Final value 1 yuan export ice cream.

Therefore, we can find that many friends around us happily visited IKEA for a day and finally bought nothing. They just got back from drinking a cup of free coffee on the third floor. Most people have a good mood or evaluation of IKEA, because he has experienced the peak of IKEA.

In Disney, the peak must be some exciting games. The final value is a tired day. In the evening, I sat on the ground and watched the float parade and fireworks show over the park. During the break, everyone looked up and said, "It's beautiful."

There will be bugs in all the experience processes, but if the peak and final values are good, your memories will be good.

The importance of peak and final values?

Because a mediocre user experience can't make you.

The core of designing the service blueprint is to let you allocate your resources and arrange roles at the joints under the condition of limited resources, so as to ensure that the overall service path will not collapse and try not to press the bottom line of users' patience. Then try to concentrate resources, create the peak of experience, and finally make a beautiful little tail to experience the ultimate value.

Let's talk about another example. In recent years, the more cutting-edge Atour Hotel.

Atour is positioned as a mid-to high-end brand. Previously, hotels in China were concentrated in the category of economic chain brands or five-star hotel brands, and there was a gap in the mid-market because of the difficulty. What has Atour done to build its own brand in the high-end market that makes people feel difficult?

Here, let me first talk about how Atour designed the service blueprint and peak experience. In the fifth module, I will talk about its innovative model.

When designing the service blueprint of Atour Hotel, it is the whole process from the first time guests stay in Atour to the second time. There are twelve ports in the middle, which are twelve nodes of Atour service.

The first node, which has been scheduled;

The second node enters the first side of the hall;

The third node, the first sight to the room;

The fourth node, contact you at the first time to provide service consultation to the hotel;

The fifth node, the time of breakfast;

The sixth node, when waiting for a hotel or waiting for a bus, needs a place to stay;

The seventh node, when you want to eat supper at noon or at night;

The eighth node, the moment you leave the store;

The ninth node, after leaving the store, the moment of comment;

The tenth node, the moment when I think of Atour for the second time;

The eleventh node, you should introduce that moment to your friends;

The twelfth node is also the time for you to reschedule.

These twelve nodes of Atour are different, and resource allocation and role work are based on these twelve nodes.

There are three services to enhance the experience intensity of the second node when staying in Atour. For example, provide 100% tea, and I'll give you a cup of tea when I get to Yaduo; Check in after three minutes; Sometimes a "free upgrade" will be carried out to surprise users.

Your last experience in Atour was when you checked out. At this time, the service staff will give you a bottle of mineral water, and if it is winter, they will give you a bottle of warm mineral water.

Atour gave every service an elegant name, such as the bottle of water he gave you when he left, called "Farewell to Ganquan" and so on. This will give users a conceptual experience and impression at that time, which is enough for users.

Just now I talked about the twelve nodes of Atour's service blueprint. When these twelve nodes allocate resources, Atour adopts the strategy of "it is better to be different than better".

When you check into the hotel, the first thing you see when you push the door is the lobby. Generally, four-star hotels spend a lot of money to decorate the lobby, but Atour doesn't spend more money on marble and other places in the lobby, because no amount of money is as good as five-star hotels.

Atour prefers to make a small space with temperature to experience. It will set up a library in the lobby, where you can read books, drink coffee and take books back to your room.