Characteristics of a good ending

Designing for the consumer experience and creating a good ending we need to encourage some key factors.

How do you design a good ending? These are the characteristics present in a good consumer ending. It should be…

Consciously connected to the rest of the experience

Through emotional triggers.

That are actionable by the user. 

In a timely manner. 

Consciously Connected

For example, the consumer should have a similar branded experience at the beginning and end of the engagement. The same narrative voice should off-board them from the service, with similar principles and tone of voice as on-boarding them.

In product consumption the consumer is told a rich emotional story that encourage a perception of ambition, and personal fulfilment. A sort of self actualisation. This type of approach was established in the early marketing of things like cigarettes and soap. Where characterisation of certain demographics helped people see what product was right for them. 

In modern terms that story is told to us when we see beautiful healthy people drinking heavily sugared and carbonated drinks on a beach. A cool

Emotional Triggers

The emotional triggers that communicate benefits of a service should be repeated at the off-boarding. Providing an opportunity for the consumer to personally reflect on the experience gained while a customer.

Actionable

The consumer needs to recognise stages of leaving. Acknowledging each one with clear actions. Installing personal responsibility in the process. 

Timely Manner

The desired efficiency required in the multiple engagement model should make off-boarding a seamless experience. Business wont have the luxury of delaying peoples departure from services. Heavy handed retention teams will need to be replaced with more strategic approaches.