So, it’s May the Fourth! And while the joke May the Fourth be with you is getting stale for some, as a geek, I can’t help but celebrate.
On a more serious note, May 4th reminds me that customer centricity is about making the customer the hero of your business story.
Part of the reason I’m a fan of Star Wars, Star Trek and the MCU has roots in that I’ve always been a fan of archetypical story. Including Greek mythology and Roman history. In truth, while Star Trek is grounded in science-fact, Star War’s is fully science-myth. And hence May 4th takes me to story.
Joseph Campbell mapped out the Hero’s Journey in his life’s work. Maureen Murdock, built on the idea and came up with similar but different Heroine’s journey.
Both set out on a journey of trials towards transformation. They descend into the abyss where they meet a goddess or guide, that gives them a magical gift to aid the transformation. The stories differ in the hero’s transformation is often external and the Heroine’s is often internal. They then return to where they set out and use that transformation to help others.
The Black Panther fits the Hero’s story arch perfectly. I believe that archetypical telling is why it resonated with almost everyone. Rey’s story in the Star Wars saga follows the Heroine’s, where unlike Luke she seeks to integrate the various parts of the self she sees in the cave.
So how can you use this to transform how you see your customer’s journey?
If the customer is the Hero, then you are the Guide. You as in, your business, your product or your knowledge and wisdom. A first step is to challenge yourself to consider this reframe. To consider what is the transformation your customer is seeking. Moreover, consider how our business guides them to it.
The top-level Hero/Heroine story arch fits a path of Departure, Initiation and Return. With further milestones within. Consider how to overlay this onto your customer journey stages of Buy, Own and Advocate. What can you learn from the archetypal story arch that could enhance your journey map.
The biggest lesson is that the transformation is not the end of the story. The return with the transformation is the end. The underlying goal of the customer journey is to create advocates for your business.
The customer transformation is not the end of the journey. Guide your customers well, and they will guide others to your business.
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