Which of the following strategies could enhance the customer journey by taking advantage of cognitive biases?

Ending the service experience with a positive interaction can significantly enhance the overall customer journey by tapping into the "recency effect," a cognitive bias where individuals tend to remember the most recent information encountered more vividly than earlier experiences. By concluding a service interaction on a positive note, customers are likely to leave with a favorable impression, which can influence their overall perception of the service and brand.

This strategy aligns well with the principles of customer experience management, where the goal is to create memorable and satisfying interactions. Psychological research shows that people often base their evaluations of experiences on how they were made to feel in the end, rather than on the entire process. Therefore, ending on a high note can ensure that customers not only remember their experience positively but also are more likely to return or recommend the service to others.

In contrast, other strategies may not leverage cognitive biases effectively. Providing only a single option might simplify choices but could also lead customers to feel deprived of alternatives. Presenting all negative experiences upfront may create a pessimistic outlook from the start. Limiting customer choices for efficiency could serve operational goals but risks leading to dissatisfaction among customers who may feel their preferences are being disregarded.