‘What can we learn about customer experience from a colonoscopy?’ – Econsultancy

Ben Davis says, “At Syzygy’s Digital Innovation Day, Paul Marsden discussed customer experience and the ‘Peak End Rule’, the idea that ‘finishing strong’ leaves a lasting impression.

To demonstrate this he used the example of a colonoscopy, and a study by Daniel Kahneman, author of Thinking Fast, Thinking Slow.

Consider the graphs below. Patient A has a 10 minute colonoscopy, with a pain peak in the middle and at the end, but otherwise endurable.

Patient B has a much longer colonoscopy (25 minutes) and has a higher average level of pain throughout.

He/she also experiences a large pain peak in the middle, but crucially experiences a smaller amount of pain at the end of the procedure”.

What can we learn about customer experience from a colonoscopy?

Econsultancy