When you’re telling stories, you end up spending a lot of time thinking about change. That’s because stories are for the most part about why and how people change. And the way they map out change can help you think about the customer journey that turns people from distant prospects into committed customers.
How change works in stories
That change can be purely emotional. But it usually involves real world change too. Jane Austen’s ‘Mansfield Park’ is a good example. Its hero, Fanny Price, is often seen as quite passive – but she actually changes quite a lot.
She begins the book as a 10 year old girl, feeling profoundly lost as she arrives to live with her rich (and sometimes rather hostile) relatives. She ends it as an 18 year old woman, married to the son of the house and at the moral heart of the family.
And sometimes it can be entirely practical. Hercule Poirot’s personality never really changes, despite all of his adventures. But in every single one, he starts the story not knowing who the murderer is and ends it by revealing them.
Mapping out change
As a writer, one of your big challenges is to map out that change. And there’s a way of doing that that can help you map out a customer journey too.
First of all, you find a single word or phrase to describe your character’s starting point. For Fanny, it might be ‘lost’ or ‘terrified’. For Poirot, it’s ‘oblivious’ or ‘unenlightened’. Choose extreme, evocative words – the bigger the change, the more compelling the journey.
Next, find the opposite of that word – perhaps ‘at home’ or ‘supremely confident’, or ‘fully aware’ or ‘all-knowing’. Then track a course between them, finding maybe six to eight words that move you from your first word to your final word.
So Fanny’s journey might be: ‘lost’ – ‘disoriented’ – ‘unsettled’ – ‘clear’ – ‘steady’ – ‘at home’.
Once you’ve mapped that journey out, you’ve got the spine of your story. Then your job is to describe the events and people that help your character move through those different words.
Defining a customer journey
Every customer journey is about change. Your customer moves from having a problem you can solve but not knowing about you to not having the problem, and both knowing about and being grateful to you.
So you can use the same technique to map out their journey. Think about how they feel when it begins; think about where they end up; then blast out words describing the stages between those two points. And that gives you a basic map of the journey you need to plot for them.
Once you’ve defined that journey, you can make sure you’re there for them in just the right way at every stage of that journey. At first you’ll reach them with communications, and then with products and services, that make sure they’ll always get where they need to go.