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Test Pain, Pleasure and Combustion Points
Agenda
QUESTION 1: What are the "pleasure points" in the customer journey?
The moments when the customer experience is positive
Moments of dissatisfaction, such as a complex purchasing process
Vulnerable points that can escalate into conflict
Quality defects of a product
QUESTION 2: What is an example of a "pain point" in e-commerce?
The speed of delivery
The ease of finding a product
Difficulty with returns or delivery problems
Receive the product in perfect condition
QUESTION 3: What are "burning points"?
The moments of maximum happiness for the customer
Normal situations that, with a spark of frustration, can turn into a massive conflict
The physical points of sale of a store
Strategies to mitigate conflicts
QUESTION 4: What is an organization's objective in relation to the key points of the customer journey?
Maximize pain points to test customer loyalty
Ignoring the combustion points and focusing only on the pleasure points
Completely eliminate pleasure points to reduce costs
Maximize pleasure points and mitigate pain and burning points
QUESTION 5: Which of the following is a strategy to mitigate pain and burn points?
Complicate the return process
Increase prices without prior notice
Eliminate unnecessary obstacles, such as simplifying purchasing processes
Not having a plan B for breakdowns
QUESTION 6: Why is it important to have contingency plans?
To prevent a minor situation from becoming a flashpoint
To increase customer frustration
Because they are required by law in all businesses
To maximize pain points
QUESTION 7: What does transparency on controversial issues such as price increases prevent?
Let customers rejoice in the increase
That customers feel betrayed and that the conflict escalates
The need to justify the increase
That the company earns more money
QUESTION 8: What can turn a short line in a store into a "burning point"?
Good service from the employees
A special promotion for those waiting
Lack of products on the shelves
That during the holidays it becomes gigantic and frustrating
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