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Assignment 2 – Interview: Journey Mapping – Path to Purchase

Describe a purchase you made in the past 2 months that cost $25.00 or more:

(1)   Item: Makeup Organizer

(2)   Cost: $49.99

(3)   Retailer: Dream Genius

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(4) online or offline: Online

Interview Questions Satisfaction 1 Record responses in spaces below.
1 How well do you think you recognized your need for X? 4 I had to order this extra one because my old organizer was broken, and this is a new online store I found from amazon, I had never bought from this before.
2 What options did you consider for meeting your need for X? 4 I seriously need a new organizer to replace the old one, however, this is a totally different look, but the closed organizer I can find.
3 What online and offline sources/sites/stores did you search to find X? 4 Ordered from Amazon .com
4 What online and offline sources/sites/stores did you search to find X? 4 Ordered from Amazon.com
5 How easy or difficult was it to order X 4 It wasn’t difficult to order the stuff, but the process of finding the right and best price us a struggle, I have to read the description know about the organizer’s size and compare the price.
6 How easy or difficult was it to pay for X? 4 Amazon is very easy to pay, now you can just do one-click pay so you don’t need to add in cart and press pay going with the long process.
7 How well did X meet your expectations in satisfying your need for X?   2 When I saw the actual thing I wasn’t impressed because it wasn’t looked like what in the image when I saw it, and the little drawer wasn’t working, but the size is perfect, so I decide to keep it.
8 Are you using X as you anticipated it would be used? 2 No, the look is different and also a broken part.
9 How often do you use X? 4 Everyday use
10 Have you had any problems with X that required service to fix? 4 I know amazon has really good return rules, but return back and get a new one is a long time to wait, so I decide not to report the problem just keep it.
CSAT Score    
PART 2:  Strategy

Develop a brief (150 – 200 word) strategy that would improve consumer engagement and overall satisfaction (CSAT) for your example.



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1 Ask the consumer to rate his/her satisfaction on the following scale: (1) Very unsatisfied, (2) Unsatisfied, (3) Neutral, (4) Satisfied, (5) Very satisfied.


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