In a nutshell
Providing an orchestrated experience with brilliant basics and an omni-channel approach is already a great achievement. Next step is to transform some moments into Moments of Truth (also referred to as wow or magic moments). These moments will create some magic for your customers (something that will positively impact them, they will remind it and share it) and ultimately delight them. So do you have sparks in your customer journey?
In the Marketing Canvas
In the Marketing Canvas, we have identified 6 main categories for building your Marketing Strategy: Customers, Brand, Value Proposition, Journey, Conversation and Metrics. Each of these categories, have 4 dimensions which means that a total of 24 dimensions (6 by 4) are defining your Marketing Strategy.
Magic is one of the 4 dimensions of the Journey category.
How do you use it?
In the Marketing Canvas, Magic is all about adding some extra-ordinary events during the Customer Journey. It should be amplifying your brand purpose and align with your customer (remember the 4 dimensions of Customer category). I am personally inspired by the book of Watkinson  for building magic in the customer experience.
Beyond the Brilliant Basics (see my post on Marketing Canvas and Experience), we should be focussing on making the customer experience effortless – what can be designed out but make the experience better? Like Vodafone’s Red Box service which transfers all your contacts from your old phone to your new one. Stress free experiences are better experiences – being reminded by your airline not to forget to pack your mobile charger, or advised what the weather is like in your destination would add enormously to the service. Consider how to indulge all the senses – vision ,touch, scent, hearing and taste – that your customer could experience and how that could enhance their experience of your brand – Starbucks is positively associated with music.
The final points – remember to be – or empower your staff to be – personable and socially engaging; put the customer in control – give them product choices, control over what they spend, when it will be delivered, and what it will look like, without overwhelming people, and consider the emotions – how a product or service makes us feel, is critical to its success.
The main idea is to make the experience so great at certain moments that customers will remember and share it with friends. This is the whole idea behind Moments of Truth.
Zero Moment of Truth. (Coined by Google.) This is when prospects recognize a need and goes online to gather information regarding a potential purchase. Understand that the word purchase is used loosely. It applies to acquiring a wide range of goods and services including face-to-face meetings (think interviews and dates).
First Moment of Truth. (Coined by P&G.) This represents the a-ha moment when confronted with the product and related alternatives, assumed to be in real life. The increase in showrooming behavior would confirm that this still happens. This is considered to be the decision point to buy a specific brand or product.
Second Moment of Truth. (Coined by P&G.) This moment happens after the customer has bought and started using your brand or product. The resulting experience (hopefully) supports your pre-purchase promises, helping to build a relationship with your audience.
Third Moment of Truth. (Coined by Pete Blackshaw (ex P&G )) This happens post-product use. It’s when your customer becomes a true fan and gives back to your brand with new content: word of mouth, ratings and reviews. At this point, the customer has become a walking endorsement for your business. To ensure that this third moment of truth works for your organization, you must be willing to nudge your customers to act by encouraging them to return to your website, social media profile or other rating site to comment and contribute collateral content. Further, while you can’t erase negative comments because you don’t like them, you must respond to them and change your behavior.
Ultimate Moment of Truth (Coined by Brian Solis) as a replacement of Third Moment of Truth: The UMOT signifies the instant when a customer creates content based on an experience with your product or service and publishes it in their community or network of preference for others to find. The intention of doing so is a combination of self expression and the desire to inform others. This experience then becomes discoverable for anyone who searches each network. And in many cases, these experiences also populate Google’s search results. Said another way, The Ultimate Moment of Truth becomes the next person’s Zero Moment of Truth.
So, it is important to consider these moments in your Marketing Strategy and try to build some Magic at one or more moments. If there is no spark in your journey, it will be a brake to your goal.
And magic should not be rocket science! Most of the time, a smile or a positive human emotion can make a difference. I remember a project where 2 car dealers in the same regions at very different performance. We interviewed customers from the most performing one and we were surprised by their feedback. Why this car dealer was performant? Yes the brilliant basics were there but the main difference was Viviane! Viviane was at that time the receptionist. She knew all clients and had solutions to all their problems and even anticipated some needs. While in the other dealer, employee churn was high and the relationship with customer was less intimate.
Is Magic of your user journey helping you achieve your goals?
Matt Watkinson, Book, The 10 Principles Behind Great Customer Experiences.
Google, Zero Moment of Truth, https://www.thinkwithgoogle.com/marketing-resources/micro-moments/zero-moment-truth/
Brian Solis, 2013, Ultimate Moment of Truth and the art of engagement, https://www.briansolis.com/2013/11/the-ultimate-moment-of-truth-and-the-art-of-engagement/