What it is
People recall the first and last parts of an experience better than the middle.
How it shows up in CX
Customers remember the beginning and end of interactions more vividly, shaping their overall perception of a brand or service. Leveraging this effect can enhance customer satisfaction and retention.
CX pillars it strengthens
ExpectationsEffort
How to design with it
1
Optimize onboarding.
2
Design customer introductions to be engaging and impactful.
3
First impressions shape long-term perceptions.
4
Memorable endings.
5
End experiences with a reward, discount, or appreciation note to reinforce positive memories.
6
Reinforce recall.
7
Use reminders, follow-up emails, and retention strategies that highlight the best moments of a journey.
Supporting biases
Primacy EffectRecency Effect
Opposing biases
Information OverloadForgetting Curve
Related biases
Behavioral Biases
Design with behavior, not against it.
Explore more biases, or work with us to apply behavioral science to your customer experience.