Marketing Canvas - Magic

Last update: 06/12/2024

In a nutshell

The Magic sub-dimension in the Marketing Canvas is about creating exceptional moments in the customer journey that go beyond functionality. By removing obstacles, reducing stress, and delivering sensory delight, brands can elevate the customer experience and foster emotional connections. When combined with sustainability, these moments become transformative, leaving a lasting impression.

For instance, Green Clean might make its eco-friendly cleaning products a magical part of the customer journey by offering beautifully designed, refillable containers and a seamless subscription service that eliminates hassle.

Introduction

The Magic sub-dimension within the Journey category focuses on enhancing the customer experience by creating memorable, delightful, and impactful interactions. It’s not just about solving problems—it’s about exceeding expectations, protecting customers from stress, and delivering experiences that elevate their sense of identity and well-being. Infusing sustainability into these moments further strengthens the brand’s emotional resonance with its audience.

Exceptional customer experiences transform mundane interactions into magical ones, fostering loyalty and advocacy.

What is Magic?

Magic refers to the unexpected, delightful elements that enhance the customer journey. These moments are carefully crafted to:

1. Eliminate Friction: Identify and reduce obstacles or points of stress in the customer journey.

2. Deliver Comfort and Reassurance: Protect customers from uncertainty or anxiety.

3. Delight the Senses: Provide sensory pleasure, such as appealing visuals, sounds, or textures.

4. Elevate Status: Make customers feel special, appreciated, or empowered.

5. Integrate Sustainability: Create magical moments that are environmentally and socially responsible.

For example:

• Friction Reduction: Green Clean provides auto-refill options to ensure customers never run out of cleaning supplies.

• Sensory Delight: Using naturally scented, eco-friendly products that enhance the cleaning experience.

• Elevated Status: Highlighting the customer’s role in supporting sustainability through their purchase.

Magic: an in-depth perspective

To create magical customer experiences, brands must:

1. Remove Obstacles: Identify pain points in the customer journey and minimize them to reduce undue effort.

2. Protect Customers from Stress: Offer clarity and reassurance at every touchpoint, eliminating confusion and uncertainty.

3. Delight the Senses: Infuse the customer journey with sensory experiences that engage and uplift.

4. Elevate Customer Status: Recognize and celebrate customers in ways that make them feel valued and important.

5. Prioritize Sustainable Magic: Reduce the environmental impact of creating magical moments while ensuring they align with the brand’s sustainability goals.

For instance:

• Stress-Free Experience: Green Clean ensures clear, concise instructions for using its products, reducing confusion.

• Sensory Appeal: Beautifully designed packaging and refreshing, natural scents create a pleasant experience.

• Sustainability: All magical moments, such as eco-friendly rewards programs, are designed with minimal environmental impact.

Translating Magic into action

Crafting magical moments requires a blend of creativity, customer insight, and operational efficiency. Brands must consistently deliver experiences that surprise and delight while aligning with their values.

Questions to consider:

• Have you identified and reduced obstacles in your customer journey to minimize undue energy expenditure?

• How effectively do you eliminate confusion, uncertainty, and anxiety in your customer interactions?

• Are your customer experiences designed to delight the senses and create memorable moments?

• Do your interactions elevate your customers’ status, making them feel valued and appreciated?

• How have you integrated sustainability into your magical moments to ensure they are impactful and responsible?

Statements for self-assessment

For a comprehensive evaluation of your understanding and application of the Magic concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

1. You have identified obstacles across your customer journey and have reduced them where customers are expending undue energy.

2. You have eliminated confusion, uncertainty, and anxiety across your customer journey. Your customers are protected from stressful situations.

3. You have delighted the senses of your customer, as they all look for sensory pleasure (from delicious food to relaxing music).

4. You have provided a customer experience that elevates your customers' status.

5. You reduced the social and environmental impact of your efforts to create moments of truth and made sustainable moments magical.

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Marketing Canvas Method - Journey - Magic

Interpretation of the scores

• Negative scores (-1 to -3): Negative scores indicate that your customer journey is filled with obstacles, stress points, or uninspired interactions. These gaps diminish customer satisfaction and loyalty. Immediate action is required to reduce friction, alleviate stress, and introduce sensory and emotional elements that create memorable experiences.

• A score of zero (0): A neutral score reflects partial success in delivering magical moments. While some aspects of the journey may be effective, others lack the delight, clarity, or sustainability required to make them impactful. Further refinement is needed to enhance the emotional and sensory dimensions of the experience.

• Positive scores (+1 to +3): Positive scores suggest that your customer journey consistently removes friction, protects customers from stress, and delivers delightful, sustainable experiences that elevate their status. These magical moments strengthen emotional connections with your brand, fostering loyalty and advocacy.

Case study: Green Clean’s Magic

• Misaligned understanding (-3, -2, -1): Green Clean’s customer journey is filled with obstacles, such as unclear product usage instructions and difficult navigation on its website. Customers feel frustrated and undervalued, with no sensory or emotional engagement to make the experience enjoyable.

• Surface understanding (0): Green Clean addresses some customer needs but fails to consistently deliver magical moments. For example, while the packaging design is visually appealing, the online ordering process is cumbersome, and sustainability claims are not clearly communicated, leaving customers with a mixed experience.

• Deep understanding (+1, +2, +3): Green Clean delivers a seamless and delightful experience. Its website provides easy navigation and clear instructions, while the unboxing experience features eco-friendly, beautifully designed packaging. Customers are celebrated through personalized thank-you messages and loyalty rewards, reinforcing their status as contributors to sustainability.

Conclusion

The Magic sub-dimension is about turning ordinary customer interactions into extraordinary moments. By addressing obstacles, eliminating stress, and delivering sensory and emotional delight, brands can create lasting impressions. When combined with sustainability, these magical moments not only enhance customer satisfaction but also align with modern values, strengthening the brand’s reputation and loyalty.

Sources

1. Matt Watkinson, Book, The 10 Principles Behind Great Customer Experiences.

2. Google, Zero Moment of Truth, https://www.thinkwithgoogle.com/marketing-resources/micro-moments/zero-moment-truth/

3. 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/

4. customer experience.io, Great Customer Experiences Are Effortless, https://medium.com/@_cxio/great-customer-experiences-are-effortless-2dea2f300d4e

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Marketing Canvas - Moments

Last update: 4/12/2024

In a nutshell

The Moments sub-dimension in the Marketing Canvas focuses on identifying and understanding the critical points in the customer journey before, during, and after engaging with your value proposition. These moments capture customer actions, thoughts, and emotions, revealing their objectives and pain points. Understanding these moments helps businesses design experiences that resonate with customers, foster loyalty, and improve satisfaction.

For example, Green Clean might analyze moments such as researching eco-friendly cleaning products, comparing options, purchasing a product, and using it at home. By understanding what customers think, feel, and do at each stage, Green Clean can tailor its messaging, support, and product experience.

Introduction

The Moments sub-dimension in the Marketing Canvas is part of the Journey category, focusing on mapping the customer’s experience with your brand. Moments are the key touchpoints where customers interact with your value proposition and form impressions of your brand. By understanding these moments in detail, you can align your strategies to meet customer expectations and create memorable experiences.

Unlike other elements that focus on broad strategies, Moments zooms into the specific instances that shape customer perceptions, ensuring that your value proposition delivers value consistently.

What are moments?

Moments are the specific instances in the customer journey where they engage with your brand or value proposition. These can occur before, during, or after a purchase, encompassing everything from initial awareness to post-purchase advocacy.

For example:

• Before Purchase: Researching sustainable cleaning products online.

• During Purchase: Comparing Green Clean to competitors and making a buying decision.

• After Purchase: Using the product and deciding whether to repurchase or recommend it.

Moments are characterized by:

1. Customer Observations: Based on real customer behavior and feedback.

2. Actions, Thoughts, and Feelings: Capturing what customers do, think, and feel at each touchpoint.

3. Customer Objectives: Understanding the goals customers aim to achieve during each moment.

Moments: an in-depth perspective

Mapping moments requires detailed insights into customer behavior, focusing on:

1. Observations and Identity: Moments must reflect real customer behaviors and identities, gathered through interviews and observations.

2. Comprehensive Coverage: Identifying all relevant moments before, during, and after engaging with your value proposition.

3. Customer Emotions and Actions: Capturing the thoughts, feelings, and actions of customers at each stage.

4. Customer Objectives: Understanding what customers aim to achieve during each moment and aligning your strategy accordingly.

For example:

• Observations: Green Clean might discover that customers feel overwhelmed by the variety of “eco-friendly” claims during research.

• Emotions: Customers may feel relief when they find a transparent and trustworthy brand.

• Actions: Comparing labels or searching for certifications like “EcoCert.”

• Objectives: Finding a safe and sustainable cleaning solution for their family.

Mental Models - Moments in the Marketing Canvas

Translating moments into action

To enhance the customer experience, businesses must identify and refine the moments that matter most to their audience. This involves:

• Mapping the Journey: Defining moments across all stages of the customer journey.

• Aligning with Objectives: Ensuring each moment supports the customer’s goals and minimizes friction.

• Optimizing Touchpoints: Improving interactions to meet customer expectations and create positive experiences.

Questions to consider:

• Have you based your moments on real customer observations and interviews?

• Have you identified moments before, during, and after the purchase?

• Do you understand what your customers think, feel, and do at each moment?

• Have you clearly identified the objectives your customers aim to achieve during each moment?

Statements for self-assessment

For a comprehensive evaluation of your understanding and application of the Moments concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

1. Your moments have been defined based on customer observations and interviews. It reflects his/her identity.

2. You have identified all moments before, during, and after buying your value proposition.

3. For each moment, you have clearly identified what your customers think, feel, and do.

4. For each moment, you have clearly identified what are the customer objectives.

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Marketing Canvas Method - Journey - Moments

Interpretation of the scores

• Negative scores (-1 to -3): Negative scores indicate a lack of understanding or incomplete mapping of customer moments. This may result in missed opportunities to address customer needs, leading to friction in the journey and reduced satisfaction. Immediate action is needed to observe, analyze, and map customer behaviors more effectively.

• A score of zero (0): A neutral score reflects partial insights or an incomplete understanding of customer moments. While you may have identified some key touchpoints, gaps remain in addressing customer thoughts, feelings, or objectives. Further research and refinement are required to create a comprehensive journey map.

• Positive scores (+1 to +3): Positive scores suggest that you have a thorough understanding of customer moments and have effectively mapped their actions, thoughts, feelings, and objectives. This deep insight allows you to create seamless, satisfying experiences that align with customer expectations and foster loyalty.

Case study: Green Clean’s moments

• Misaligned Understanding (-3, -2, -1): Green Clean fails to map critical customer moments, focusing only on the purchase stage. The brand overlooks key interactions, such as research or post-purchase usage, resulting in a disconnected customer experience that fails to meet expectations.

• Surface Understanding (0): Green Clean identifies some customer moments but does not fully capture customer thoughts, feelings, or objectives. For example, while the brand recognizes that customers compare products, it does not address the emotional stress of choosing among eco-friendly options.

• Deep Understanding (+1, +2, +3): Green Clean comprehensively maps customer moments, from initial awareness to post-purchase advocacy. By identifying what customers think, feel, and do at each stage, the brand tailors its messaging, simplifies decision-making, and provides ongoing support. For instance, Green Clean offers an online guide to decoding eco-labels, addressing customer stress during the research phase and aligning with their objective of making informed choices.

Conclusion

The Moments sub-dimension is essential for understanding the key touchpoints that shape the customer journey. By observing real customer behavior, identifying actions, emotions, and objectives, and refining interactions, businesses can create seamless and satisfying experiences. A well-mapped journey fosters loyalty, trust, and advocacy, ensuring your value proposition resonates with customers at every stage.

Sources

1. Mental Models, Wikipedia, https://en.m.wikipedia.org/wiki/Mental_model

2. Google, Micro-Moments, https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micro-moments-understand-new-consumer-behavior/

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