Most agents think customer service is about getting everything right across the whole journey. Make sure nothing goes wrong, remove the friction, so it averages out as a good, smooth experience. And that's fine, but no one raves about average. No one tells their neighbour about "consistently competent." The peak-end rule, a concept from Nobel Prize-winning psychologist Daniel Kahneman, says that people don't judge an experience by the average of every moment. They judge it by