Why Meeting Client Expectations Isn't Enough and What You Can Do About It

Service expert and professor at Texas A&M University, Leonard Berry says that "Studies have consistently shown that reliability, dependability, and competence meet customer expectations".
​
Meeting client expectations is certainly an important aspect of any business or professional relationship, but it may not be enough on its own. While meeting client expectations demonstrates that you are capable of delivering what was promised, it may not necessarily result in long-term success or client satisfaction.
​

What should we be aiming for?

Meeting expectations should be our baseline but what we really want to aim for is to exceed client expectations. However, if we fail to meet expectations with some of our clients, what should we do? Should we put more effort into improving the experience for those clients? Or should we take those clients who seemed pretty happy overall and try to take them to a whole new level of delight?

Take a look at the graphic below.

Would you put more effort into option A, moving all your unhappy clients to a position of neutrality, i.e. eliminate the negatives?, or would you focus on option B – moving your 4's, 5's, and 6's to a 7 i.e. relatively satisfied to utterly ecstatic?​

Surely the people in Option B are already pretty happy so what's to gain by focussing more attention on them. So we need to fix the unhappy clients first, right?

The research says otherwise. It says that even the big guys, (I'm talking the likes of Disney, Porsche, and Southwest Airlines), focus 80% of their resources on trying to improve the experiences of seriously unhappy customers (option A). So 80% of their effort goes into eliminating the negatives.

On the other hand, according to research conducted by Forrester, prioritising elevation of the positives (option B) can result in approximately 9x the revenue compared to focusing on the eliminating the negatives.

Say what??

This is a pretty eye-opening piece of information! So the question is, how do we do that?

Leveraging the "Peak-End Rule" To Create an Exceptional Client Experience

Creating a remarkable client experience is key. But, in order to leave a lasting impression on your clients, it's essential to understand the psychology behind their perception of an experience. This is where the Peak-End Rule comes into play.

​By strategically applying this principle, you can create peak moments and ensure a positive end to your client interactions, elevating their experience to new heights.

So let's explore the power of the Peak-End Rule and provide you with practical strategies on how you can leverage it to enhance your client experience for continued business growth.
​

What is the "Peak-End Rule"?

The Peak-End Rule is a psychological phenomenon that suggests people's overall perception of an experience is strongly influenced by the emotional peaks and how it concludes.

In simpler terms, it means that we tend to remember and evaluate an experience based on the most intense moments and the way it ends, rather than considering the entire duration. This rule was first proposed by Nobel laureate Daniel Kahneman and his colleagues in the field of psychology.

To truly grasp the impact of the Peak-End Rule, it's important to understand the underlying cognitive processes. Our memories are not objective recordings of every moment; instead, they are reconstructed based on the emotional impressions we retain.

There are a few psychological factors at play:

1. Salience of Peak Moments: Peak moments, characterized by intense emotions, stand out and have a disproportionately strong influence on our overall memory and evaluation of an experience. These peaks can be positive or negative and can include moments of surprise, delight, or even challenges overcome.
   
   
2. The Primacy and Recency Effect: The primacy effect refers to our tendency to remember the first part of an experience more vividly, while the recency effect refers to our inclination to recall the most recent part of an experience. These effects contribute to the significance of the ending of an experience in shaping our overall memory and evaluation.
   
   
3. Memory Consolidation: Our memories are not static; they undergo a process called memory consolidation, where important experiences and emotions are solidified and integrated into long-term memory. The emotional intensity of peak moments and the ending of an experience play a crucial role in this consolidation process.

​Understanding these psychological factors helps us recognise why the Peak-End Rule has such influence over our memories.

​By strategically creating peak moments and ensuring a positive ending to our client interactions, we can shape how our clients remember and evaluate their experience with us. This knowledge empowers us to intentionally design memorable experiences that leave a lasting impression, fostering stronger connections and increasing client satisfaction.

There's a reason why Disney end the day at their theme park with a spectacular fireworks show!

5 Practical Tips For Applying the Peak-End Rule To Your Client Experience

1. Create Memorable "Peak" Moments

• Plan a unique and memorable location or set design for the photo session.
• Incorporate fun and interactive elements during the shoot, such as props or activities.
• Encourage clients to express themselves authentically, capturing genuine emotions and candid moments.
• Surprise clients with unexpected touches or personalised gestures that make the experience stand out.

2. Focus on Emotional Connection

• Take the time to understand your clients' preferences, interests, and stories before the session. You can do this with a pre-shoot consultation or Discovery Call.
• Engage in genuine conversations during the shoot to build rapport and make clients feel comfortable and valued.
• Use prompts or storytelling techniques to evoke emotions and capture authentic expressions based on the information gleaned from your consultation/discovery call.
• Show empathy and actively listen to their needs, making them feel understood and cared for.

3. Pay Attention to the Details

• Provide a seamless and well-organised experience from the initial inquiry to the final delivery.
• Personalise the client experience by tailoring your approach to their unique preferences and style.
• Pay attention to the little details, such as offering refreshments or providing a comfortable environment during the shoot.
• Surprise clients with thoughtful and unexpected elements, like a handwritten note or a small gift.

4. Deliver a Remarkable Conclusion

• Plan a special reveal session to showcase the final images in a captivating way.
• Create a personalised slideshow or video presentation accompanied by music that evokes emotions.
• Provide a tangible and beautifully packaged product, such as a luxurious handmade folio box, as the final delivery.
• Follow up with a heartfelt thank-you note or a personalised message expressing your appreciation for their trust and support.

5. Embrace Technology for Digital Delivery

• Leverage innovative tools like Quantum Cloud for digital delivery, providing a unique and interactive experience for clients that will completely wow them at a critical point in the client experience – the END.
• Utilise Quantum Cloud's personalised user-friendly interface and features combined with the tangible Quantum Card to enhance the viewing and sharing process.
• Consider adding a Behind-the-Scenes video or slideshow to your client's Quantum Cloud to add an extra touch of personalisation and to remind them of how great you made them feel.
• Make it easy for your clients to get their digital images where they want them – on their phones. With Quantum Cloud, all it takes is a tap of the card to the phone! No computers, plugs, ports, apps required.
• Allow them to enjoy their digital images any time, anywhere with Quantum Cloud, whilst making it super fun for them to share it with their friends, thereby expanding your opportunities for attracting new clients.
• Provide easy-to-follow instructions for downloading, sharing, and preserving their digital images for future enjoyment.

​By incorporating these tips, you can create a client experience that exceeds your client's expectations every time, and will leave your clients feeling compelled to tell their friends about it.

Remember, it's not just about the final images you produce, but the emotional connection and memorable moments throughout the entire journey. By embracing the power of the Peak-End Rule and taking control of creating peak moments for your clients, you will elevate your client's experience, turn them into raving fans, and position your business for continued success. 
​

Conclusion

In conclusion, meeting client expectations alone is insufficient for long-term success.

By leveraging the "Peak-End Rule," businesses can create exceptional client experiences that leave a lasting impression. This psychological phenomenon suggests that people's overall perception of an experience is heavily influenced by emotional peaks and how it concludes.

​To apply the rule effectively, businesses should focus on creating memorable peak moments, fostering emotional connections, paying attention to details, delivering remarkable conclusions, and embracing technology for digital delivery as this typically happens at the end of the experience. By doing so, photographers can exceed client expectations, foster stronger relationships, and increase satisfaction, ultimately leading to continued business growth and success.