You’re probably familiar with Ariana Grande.
She’s an amazingly popular recording artist with hit songs including “Problem”, “Bang Bang”, “Side to Size”, and more.
But what you probably didn’t realize is that Ariana’s latest song, 7 Rings, is a song about journey mapping.
That’s right. Journey mapping. She’s singing about one of the best customer insight tools the world has ever known.
How do I know this? Well, just look at the lyrics from a key phrase of the song:
“I see it, I like it, I want it, I got it” (you can check out all the lyrics here)
In that one simple (and catchy) line, Ariana brilliantly describes four major phases in most consumer journeys. Let’s unpack them.
I see it.
The first phase of a consumer journey begins with awareness. Attention is a difficult thing to come by currently, so marketers must really work to engage people in this phase. Common activities here include advertising, social content, and experiential events.
I like it.
It’s not enough to be simply aware of something. Whatever it is must instantly resonate with consumers and this is where a lot of firms get it wrong. We’ve learned from behavioral science that the “I like it” phase often initially happens subconsciously…which means understanding your customer must go beyond simple demographic description. We have a visceral reaction to communications and experiences that attracts us or repels us from the offering. As marketers or CX professionals, it’s important to consider the message as well as the details of the medium (what color will people naturally prefer, what types of smells should emanate from the event space, etc.).
I want it.
Once someone intuitively and quickly decides that they like your offering, the next phase is more considered and rational. What are the features & benefits? How much does it cost? What other options are there? Where can I get it? How fast and easy is it to acquire? Your role as a marketer or CX professional in this phase is to make it easy to get answers and remove barriers to acting.
I got it.
Many marketers and experience professionals assume the consumer journey is over when a product or service is purchased. But this is the time to double-down to ensure the experience is great. Not only does positive word of mouth influence new purchases (from other consumers), but a good experience leads to ongoing loyalty and greater customer lifetime value.
So next time you’re listening to 7 Rings, think about these four phases of a consumer journey and how you could improve yours. If you’d like help better understanding your customers and their journey, just let us know.
Thanks for the customer experience lesson, Ariana. Looking forward to your next class. Bang bang.