So how could it possibly outrank the #3 hotel: the Four Seasons at Beverly Hills?īecause the Magic Castle understands the power of moments. It looks like a budget motel painted bright yellow. But if you saw the photos of this place, you’d find it pretty underwhelming. On TripAdvisor, it’s rated the #2 hotel in L.A., based on thousands of reviews. Solomon: What about applications-of magic moments, or pits, you can choose–in more fun situations, like hospitality and travel?ĭan Heath: Here’s one of our favorites: There’s a hotel in Los Angeles called the Magic Castle. It doesn’t make a cancer diagnosis any easier to hear, but it says: “We’re going to help you through this, and we’re going to rearrange our schedules to come to you.” The patients walk out at the end of the day with a comprehensive plan of care and a set of scheduled appointments. ![]() They stay put in one room and the members of their caregiving team circulate in and out: surgeons, oncologists, dietitians, social workers, and nurses. When a patient at Intermountain Healthcare is diagnosed with cancer, he and his family are invited to a meeting within a week of the cancer diagnosis. At Intermountain Healthcare (my reporting here comes from Leonard Berry and his team)–Ĭhip Heath: Me too. Tell me more about practical applications, maybe in a life-and-death or at least very grave situation like healthcare, i.e., what’s known as the patient experience.Ĭhip Heath: Here’s an example of how health care providers can help patients with pits. When employees handled these situations well, they transformed a negative moment to a positive one. Almost 25% of the ”very satisfying” encounters cited by customers actually started out as a service failure: slow service, mistaken orders, lost reservations, delayed flights, and so on. Here’s what’s interesting: A study of service encounters asked customers to recall recent experiences with airlines, hotels, or restaurants that were very satisfying or very dissatisfying. In customer service, we must either stop our customers from experiencing pits-or bend over backwards to help them when they do. Solomon: Talk to me about the negatively memorable moments, what you call “pits.” Obviously this is a big concern in customer service and the customer experience, which as you know is my specialty.Ĭhip Heath: Pits are experiences that spawn negative emotions: sadness, anger, anxiety. Your child’s beaming face when Mickey comes up and gives him a hug. Solomon: But you’re kind of crazy to think that, right?ĭan Heath No! You’re not crazy to think that! Because at the park, you experienced some peak moments-the kind of moments that never come from sitting on your couch: The adrenaline rush from riding Space Mountain. But, in memory, the Disney visit might be a highlight of your year. It helps explain what we might call the Disney Paradox: If you were to measure your minute-by-minute happiness at a Disney theme park on a hot, crowded summer day, chances are you would have been happier for most of the day if you were sitting on your couch at home. Solomon: So some moments are much more memorable than others?ĭan Heath: Correct. Your Customer Is The Star: An eBook From Forbes How to make Millennials, Boomers and everyone in between fall in love with your business. Specifically, we tend to remember two particular moments: (1) the “peak,” which is the best moment in a positive experience and (2) the ending. Rather we forget most of what happened and hold onto certain key moments. Can you explain a bit about that?ĭan Heath: Psychologists know that we don’t remember experiences start to finish, like a video that we can play back in our heads. ![]() Solomon: There have been some surprising findings about the way we remember certain experiences. However, if we want to create memorable moments for the people we serve, we should make liberal use of all four elements. Solomon: So, these are different types of memorable moments, or all these elements occur in all of them, or…Ĭhip Heath: A defining moment need not have all four. Moments of connection deepen our ties to other people, sometimes in personal relationships and sometimes in groups that bond by virtue of struggling together toward a common goal. Moments of pride capture us at our best, achieving things we weren’t sure were possible, or being recognized by other people for our work or our talents. These are the epiphanies, realizations, and “aha!” moments. Moments of insight rewire our understanding of ourselves or our world.
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