Temperature

The temperature of the customer journey is a vital, yet often overlooked, aspect of delivering a remarkable experience. As the heat rises and falls during the different phases of interaction, businesses must be mindful of the emotional and cognitive climate they create for their customers.

When we consider the concept of temperature in relation to customer experience, we can't help but think of the groundbreaking work of psychologist Daniel Kahneman and his famous IKEA example. Kahneman, a Nobel Prize-winning psychologist, illuminated the significance of temperature in the customer journey through his exploration of System 1 and System 2 thinking. System 1 represents our fast, intuitive, and emotional responses, while System 2 signifies our slower, more deliberate, logical thought processes. In the context of the customer journey, striking the right balance between these two modes of thinking is crucial to creating an experience that resonates with customers on both an emotional and rational level.

Enter IKEA, a brand that has managed to create an experience that carefully modulates the temperature of the customer journey. As customers navigate the vast, labyrinthine showroom, they're immersed in a world of inspiration, delight, and desire. This is the land of System 1, where the emotional temperature runs high, and customers are swept up in the excitement of possibility. However, as customers transition from the showroom to the warehouse, the temperature cools, and they enter the realm of System 2. Here, they must grapple with the practicalities of their purchases, such as locating their desired items, assembling the flat-packed products, and transporting them home. This shift in temperature allows customers to engage their rational minds and feel in control of their decisions.

But here’s the catch, or in this case – ice cream and hot dogs. IKEA has cleverly positioned these inexpensive treats at the end of the customer journey for a variety of reasons. Let's dive into the magic behind this strategic move. Firstly, by placing the ice cream and hot dogs at the end of the store, IKEA is utilising the peak-end rule, a psychological heuristic identified by Daniel Kahneman. This rule states that people tend to judge an experience based on how they felt at its peak and its conclusion, rather than the entire experience. By offering customers a delightful and affordable treat at the end of their shopping journey, IKEA ensures that their visit concludes on a high note. Secondly, these treats act as a reward for customers who have navigated the maze-like store. 

After spending hours walking through showrooms, making decisions, and assembling their purchases, customers are likely to feel exhausted. By offering a small, inexpensive indulgence, IKEA acknowledges the effort customers have put into their shopping experience and provides a moment of respite. IKEA's customer journey takes shoppers on a temperature rollercoaster, meticulously designed to optimise their experience. And just when the experience might risk becoming too cold or overwhelming, IKEA brilliantly leverages the peak-end rule, rewards customers for their efforts, and fosters a sense of inclusivity. This positive finale leaves a lasting impression, ensuring customers associate their IKEA visit with warmth, satisfaction, and delight.

Embracing and tracking the temperature of your customer journey is essential for your success. Accept that there will be peaks and valleys throughout the experience, but don't shy away from them. Instead, use these fluctuations strategically to your advantage.

Focus on Emotional High Points: Companies should identify and amplify the most impactful moments in the customer journey. This could be through exceptional service or personalised interactions. These peak moments leave a lasting impression and are likely to be remembered more vividly.

End on a High Note: The final interaction or the end of the customer journey should be carefully crafted to leave a positive impression. This could be a seamless checkout process, a thoughtful thank-you message, or efficient post-purchase support. A positive end to the experience can significantly enhance overall satisfaction and memory of the brand.

Personalization: Tailoring experiences to meet individual customers’ needs can create memorable peak moments. Personalisation demonstrates attentiveness to customer preferences, enhancing their overall experience.

By acknowledging the emotional landscape of your customer journey, you can artfully craft moments that resonate with your audience. Seek to heighten the highs, ease the lows, and thoughtfully balance the overall experience.