The trick is to understand and respond to the things outside our control and be meticulous when it comes to deploying the things we can control. But hang on, surely there are some helpful power-ups we can collect along the way? Okay then, the territory might be treacherous, but here are a series of tools and maps you can use to guide you.
Power-up 1: Customer Experience Mapping
First, you need to understand more about your hero’s quest and Customer Experience (CX) Mapping is one way to do this. Similar to User Journey Mapping, this exercise extends far beyond your website. You’re essentially mapping your customer’s life, the things they do, how they feel, the places they go, over an extended period of time. This is your chance to understand what your customer is seeking and what you can do to help them.
Power-up 2: Empathy Mapping
Next, zero in on your customer’s emotions so that you can communicate with them in the right way at the right time. Where CX maps represent a journey through time, Empathy Maps are a snapshot of your customer’s mindset at a specific moment in time. What are they feeling? What’s influencing them? What barriers are they facing?
Power-up 3: Campaign Plan
At one point in the interview with Lena Raine, Curry asks her, “Are you thinking about the player when you’re writing?” The answer to this should always be ‘yes’. But in a complex, integrated campaign which involves lots of different people, it’s often difficult for your writers and designers to remember where their hero is up to in the game, what they’re feeling and what they need to do next. A comprehensive visual campaign plan is one way to help everyone orient themselves, and if you can weave in the emotional insight from your empathy maps, you’re giving your creatives a powerful advantage.
Power-up 4: Creative boost
Your CX map, empathy maps and campaign plan are like dynamite for your creative team. Armed with these tools, your creators will stop at nothing to be emotionally present with your customer at every stage of their journey. The result? An integrated campaign with a rich, distinctive yet varied creative thread running all the way through it. The kind of campaign that will strike a chord with your customer and resonate with them, every step of the way.