Let's first clarify what Customer Journey is for those who don't know.
Customer Journey or customer path are the stages the consumer goes through in connection with a purchase. Usually, the customer does not decide to buy an item as soon as he learns about it, but looks at the product or brand several times, researches potential traders from which to get it before taking action. These moments are called points of contact and his buying path passes through them.
At one of these points of contact, the customer browses the websites of traders and finds out how his rights are protected in case he remains dissatisfied with his purchase. At this point, it is very important whether she easily finds the information she needs. Apart from the fact that they are obliged by law to submit a link to the CPC and the ODR platform of the European Union, traders could clarify in a little more detail what the steps are, to encourage their customers to use the ADR mechanism, i.e. alternative dispute resolution, instead of first filing a complaint to the CPC that they are ready to negotiate and seek a solution to the problem.
According to data from 2019. of Bulgarian National Statistics Institute, some of the most common problems when buying goods and services online are:
As can be seen, for 50,000 people in Bulgaria, the opportunity to file an easy complaint and seek compensation plays a role in making a purchase decision. All these are occasions for the consumer to experience the so-called post-purchase dissonance. This means that he doubts his reasonable choice to buy. The presence of such post-purchase dissonance stimulates him to try correcting the mistake or to prevent it from being made in the future. Some customers choose to change the dealer or product. Others decide to notify the company of their dissatisfaction and file a complaint with it, orally or in writing. The role of the company here is to respond appropriately to the complaint so as to reduce this dissonance. The result of communication between the two parties can be:
What factors influence the post-purchase dissonance and how it influences the customer's decision to purchase will be clarified in the next Part 2 of this publication.
Also read the publication from the Handbook for Leaders, ADR in the Customer Experience section. Follow the next publications from this series, dedicated to the best practices in dealing with complaints, from the section "Trade Leaders' Guide" on the NEWS page of nais.bg, as well as in the profiles of NAIS on LinkedIn and Facebook. In the next publication we will look at the problems related to technical systems, process management and the delegation of rights and responsibilities, or in short, problems related to the internal organization.
“Consumer Behavior. Building Marketing Strategies.”, 11th edition, Del I. Hawkins, University of Oregon, David L. Mothersbaugh, University of Alabama