Consumers go through a typical decision-making process when they buy something. You may not find significant differences regarding the decision…

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Consumers go through a typical decision-making process when they buy something. You may not find significant differences regarding the decision making cycle between traditional and digital contexts. However, decision making “situations” have become so complex because of numerous direct and indirect touchpoints available to consumers. In this activity, you are asked to relate your own experience to the decision-making model to answer the following questions:

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Consumers go through a typical decision-making process when they buy something. You may not find significant differences regarding the decision…
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  1. Name a specific company or brand that you have recently had negative CX with. Briefly explain the negative experience
  2. Identify which customer decision-making stage (e.g., problem recognition, information search, alternative evaluation, purchase, and post-purchase evaluation) was influenced by the negative experience? Specifically, did you have negative CX when you search information? After you purchased products?
  3. What kind of touchpoints did the company or business utilized to interact with you (e.g., official website and in-store encounter; online chat and phone call)?
  4. Explain why they failed to deliver a positive CX to you.

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