Prologue

This is the second of a four part series on the awkward situations that brands encounter. The new digital marketing environment creates multiple problems and challenges for today’s marketers — some of which are self-inflicted. The use of folkloric metaphors -a deep and abiding reservoir- helps define such situations in readily identifiable ways.

The Hansel and Gretel story is dark: parents, unable to feed their children, opt for forest abandonment where villain decides that boy shall be stewed but instead gets roasted by the girl. (Some modern versions make this a stroll in the woods to a pleasant gingerbread picnic.) The children venture into the witch’s house, find “chests of pearls and precious stones” and eventually make their escape.

It follows the conventions of what folklorists call katabasis: a descent into the underworld (or in this case, undergrowth) so as to redeem something of value.

Moreover, it follows closely upon the Greek myth of Theseus and the Labyrinth. The thread given to him by Ariadne proves more useful than any breadcrumbs; the Minotaur -famously billed as “Part Man Part Bull” — is more dangerous than any witch; the paths of the maze more complex than those of any wood but the structure is the same.

Rather than have people follow a trail of crumbs or a line of thread, companies develop Customer Journey Maps.These aim to trace how a customer interacts with a brand; illustrating the route and tempo of their steps as they engage with or disengage from it; whether online or offline; in-store or out of-store. By identifying and removing pressure points along the way, the idea is to make it easier for others to follow. The problem is that the cartography can become an end in itself (e.g. separate colors according to whether each juncture is a Rational Consideration Point; a Practical Point of Purpose or an Emotional Moment of Truth) rather than a means to something greater. Next thing you know, someone wants to ask the customer about every step -rewarding or penalizing everyone concerned along the way- subverting the whole thing into an Employee Satisfaction Survey.

Is your concern merely to make the Customer Journey more straightforward or are you willing also to make it richer and more interesting -to show that you care-such that we’ll want to come back? If so, here is a mnemonic.

Catalyst. If every journey starts with a Call To Action: what are you doing to ensure that it’s heard more invitingly?

Attribute. If every Quest merits a Reward (to make the journey worthwhile in the first place) how clear is it to people so they don’t get lost in the confusion and profusion of your online effort?

Retention. If you want me to engage with you, let alone re-engage, what hospitality have you offered me along the way?

Empathy. If the Journey is populated with Shape-shifting characters (e.g. the witch pretends to be benign) what are you doing to convince me that you have my interests at heart not just your own?

Details are important but don’t ignore the bigger picture; don’t be like the famous two-some who couldn’t see the wood for the trees.