dispatches from the new world of work

Last Impressions Come First!

Nobel Laureate Daniel Kahneman (a psychologist who won the Economics Nobel) tells us, as reported in the February 2005 issue of Psychology Today, that our memories are very selective. In particular, no matter how extended an event (party, commercial transaction), we form our view and make our evaluation based—with dramatic skew—on the "most intense moments" & the "final moments." This is yet another Compelling Argument for ... EMOTIONAL EXPERIENCE MANAGEMENT! (For all of us! See immediately above.) The "final moments" evidence is particularly startling; e.g., one goes to a brilliant, 4-hour dinner party ... yet three months later we only remember that two guests exchanged heated remarks on the way out the door. (Etc.)

Tom Peters posted this on 01/17/05.

Comments

I think it is great to hear that an exit is possibly more important than an entrance. As my older sister goes on job interviews, I will be sure to have her read Kahneman's article.

But I am struck by the idea of an exit. Do we think about exiting in style as much as arriving in style? When you actually think about it, the exit is more important as it is a compilation of the entire night and sets the stage for future interactions.

However, I still wonder whether the entrance is more important in certain situations, like an interview, where there is a brief amount of time to make an impression... or are they both important like in a great novel? - The first chapter which gets you interested is key as well as the last - the chapter that leaves you wanting more. Without other dramatic moments, are the bookends the most imporant part of interactions?

Posted by Caroline at January 17, 2005 3:21 PM

I was also thinking about a first date. When you talk to your friends the next day, the end of the night comes first. Getting a goodnight kiss is tantamount to a great date.

Posted by Caroline at January 17, 2005 3:29 PM

Malcolm Gladwell's new book wreaks of (retreads) the idea that one person's beliefs about another person are formed in the first 15secs. of an encounter. Pat Croce, the one-time prez of the Philadelphia 76ers (and now the proud owner of a fascinating new pirate museum in Key West, FL), claims in his autobiography that expressly saying "hello" and "goodbye" to clients is how he achieved a great deal of his success in building a national chain of physical therpay clinics. In fact, he says, "hello" and "goodbye" should each come across as a sonic boom!

Posted by Lee H. Igel at January 17, 2005 4:23 PM

Tom,
Another compelling argument for activating around sensory experiences [or removing dissonance], all of marketing is emotional. Front, center and back; around, below, or in the air; somersault, backflip and kiss on the lips. I'm meet you there.

Posted by Wendy at January 17, 2005 6:55 PM

Reminds me of my freelance Graphic Design/Illustration days where interviews centered around the portfolio. In college, our professor coached us on organizing our portfolio with a good piece in the front, OK work in the middle, and the whiz-bang piece at the end. The reasoning there was that the portfolio was often left open at the end with the final piece sitting there while other details were discussed.

Mentally, that is probably what we do. Our minds are left open to that final impression that taints the continuing relationship either for good or for bad. What do you want to leave as the final page of your portfolio? I vote for whiz-bang!

Posted by Dustin at January 17, 2005 8:13 PM

I remember writing class in High School: In an essay, the strongest argument goes last.
Back to customer experiences. First impressions are important too, because that's when we make our first comparisons between perceptions and expectations.
If something goes wrong at the early stages of the interaction with your customer, youâ€™ll have to spend quite some effort trying to recover.

Posted by Gabriel Salcido at January 18, 2005 1:24 AM

I'm with Caroline. I was/am a "first impressions" guy. Am fascinated to read Kahneman's research on LAST impressions. I surely agree that a bad exit can dominate "memory" of an experience. Think restaurant; what if the Coat Check retrieval experience was somehow special? Often you've had a great meal, then wait forever for your coat, are confused as to whether you should leave $1, $5, or whatever. What if the waiter brought your coat to your table, along with your receipt, or some such? What if the whole tipping procees was made more "pleasant" as opposed to the current confusion of "automatic servces charge" ... then what am i supposed to do? Don't you wonder if the waiter, whom you like, gets any of it? Etc.

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Tom

a restauranter in Ireland said this a decade ago. To succeed you need to get two things right. When people walk in give them great bread and water on the table. When they're finishing up, the very best coffee and excellent desert. Even if the rest is mediocre they'll remember it as a great meal.

Dermot

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