By J. N. Halm
Kendrick Lamar’s performance during the Super Bowl LVI Halftime Show on February 9th, 2025, will go down as one of the most hyped-up concerts in history. The anticipation was ramped up right after he walked away with those five Grammys.
Whether the show itself lived up to expectations, however, depends on so many factors. Key among these factors is whether rap music ranks high among one’s musical preferences. But the truth is that for those who loved K.Dot and his music, the show was full of so many spectacular moments.
Anyone who has ever attended a concert like Kendrick Lamar’s knows that sometimes a single moment can define the entire experience. That one spectacular song, that surprising guest appearance, or that breathtaking finale can become a memory that stays with one long after the event.
Those are what scientists refer to as Peak Moments. Those who watched Lamar’s Halftime Show had to be spoilt for choice when it came to the single memorable moment, those peak moments.
For some, it had to be the first scene, when Kendrick crouched on that 1980s Buick GNX car. For others, it would be the long line of dancers emerging from the vehicle. Then, tennis great Serena Williams, crib walking like she did during the Olympics, was going to be that standout moment. But for many more, that single moment has to be when he turned to the cameras and said, “Hey Drake!” But of course, nothing was going to beat the “A Minorrrrrrrr”!
This phenomenon, where the most notable or peak moments of an experience shape our overall perceptions, is, however, not unique to entertainment. A peak moment could occur during many other experiences.
It could happen on a trip to a place you have never been before. A peak moment could even occur during a special culinary experience. Something could hit your taste buds, and that experience would stay with you forever. Interestingly, peak moments are also found in business. It is, in fact, a crucial element in the design of service experiences across industries.
The importance of peak moments in service delivery has caught the attention of both practitioners and academics alike. Recent research has revealed fascinating insights into how the placement and nature of these peak moments, particularly whether they are surprising or anticipated, can significantly influence customer perceptions of service experiences.
Service designers have long grappled with the challenge of creating memorable experiences for their customers. However, the question that has remained largely unanswered is whether it is better to build anticipation towards a known highlight or to surprise customers with unexpected peak moments. Additionally, the timing of these peaks—whether they should come early or late in the service experience—has been a matter of considerable debate.
A ground-breaking study published in a leading service management journal has shed new light on this subject. The study was titled “Surprise, Anticipation, and Sequence Effects in the Design of Experiential Services”. The results can be found in the May 2017 edition of the Production and Operations Management journal.
The research, conducted in two phases, investigated how different types of peak events—surprising versus anticipated—affected customer perceptions of service experiences. The study’s findings have significant implications for how businesses should design their service experiences.
The research employed what is known as a Peak Design Strategy, which focuses on the deliberate placement and nature of highlight moments within a service sequence. Two key approaches were investigated: Surprise Peaks, where customers encounter unexpected positive moments, and Anticipated Peaks, where customers are aware of upcoming highlight moments.
One of the most significant findings of the study was the confirmation of what experts refer to as the Peak-End Rule. This rule suggests that people judge an experience largely based on how they felt at its most intense point and at its end, rather than on the sum or average of every moment of the experience. The research found that a strong peak ending had a particularly positive influence on customer perceptions.
However, the study went beyond just confirming existing theories. It unveiled some fascinating insights about the interplay between timing and the nature of peak moments.
In the immediate aftermath of the service experience, it was found that surprise peaks placed at the end of the service sequence had the strongest positive effect on customer perceptions. This finding suggests that unexpected delightful moments, when positioned as the finale of a service experience, can create particularly powerful impressions.
Even more intriguing were the findings related to remembered experiences. When participants were surveyed a week after their service experience, those who had encountered surprise peaks reported more positive perceptions compared to those who had experienced anticipated peaks, regardless of when these peaks occurred in the sequence. This finding has profound implications for businesses aiming to create lasting positive impressions on their customers.
The study also revealed what researchers termed the Surprise Amplification Effect. This refers to the phenomenon where a surprise peak at the end of a service experience not only creates an immediate positive impact but also enhances the overall memory of the experience over time. This amplification effect suggests that the combination of surprise and proper timing can create particularly powerful and enduring customer impressions.
These findings have significant implications for businesses across various sectors. For instance, restaurants might want to reconsider their practice of announcing special treats in advance, as a surprise dessert at the end of the meal might create a more memorable experience than an anticipated one. Similarly, hotels might find that unexpected upgrades or surprises during check-out could leave a more lasting impression than pre-announced perks.
It might seem as if peak moments are just suited for hospitality businesses. But that is not the case. All it would take is some creativity, and every single business that serves customers can create peak moments for its customers.
However, it is important to note that the implementation of surprise peaks requires careful consideration. The element of surprise must be managed skilfully to ensure it creates delight rather than confusion or discomfort. Additionally, businesses must ensure that their surprise peaks align with their overall service strategy and brand promise.
The study also raises some interesting questions about the role of anticipation in service experiences. While surprise peaks showed stronger effects, anticipated peaks still played a significant role in shaping customer perceptions.
This suggests that there might be room for a hybrid approach, where businesses can build anticipation for certain aspects of their service while maintaining the capacity to surprise customers at strategic moments. Businesses must be just a little more creative when dealing with customers.
Clearly, people like pleasant surprises. There are psychological and neurological reasons for this phenomenon. When we encounter something unexpected but positive, our brains release dopamine, a neurotransmitter associated with pleasure and reward, creating a natural high.
This response likely evolved to encourage exploration and learning, as pleasant surprises would have helped our ancestors discover new resources or opportunities.
Additionally, surprises break up the monotony of routine and predictability, adding excitement and novelty to our lives. This is why even small unexpected gifts often feel more special than larger presents we knew we were getting.
From the ongoing discussion, it is clear that the design of service experiences requires more than just delivering consistent quality. The strategic placement and nature of peak moments can significantly influence how customers perceive and remember their experiences. Whether through carefully orchestrated surprises or well-planned anticipated highlights, businesses have the opportunity to create more memorable and impactful service experiences.
As competition in the service sector continues to intensify, understanding how to effectively design and implement peak moments becomes increasingly crucial. The insights from this research provide valuable guidance for businesses seeking to enhance their service experiences and create lasting positive impressions on their customers. After all, in the world of services, it is not just about what you deliver, but how and when you deliver it that makes all the difference.
