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:
Eliminate Friction: Identify and reduce obstacles or points of stress in the customer journey.
Deliver Comfort and Reassurance: Protect customers from uncertainty or anxiety.
Delight the Senses: Provide sensory pleasure, such as appealing visuals, sounds, or textures.
Elevate Status: Make customers feel special, appreciated, or empowered.
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:
Remove Obstacles: Identify pain points in the customer journey and minimize them to reduce undue effort.
Protect Customers from Stress: Offer clarity and reassurance at every touchpoint, eliminating confusion and uncertainty.
Delight the Senses: Infuse the customer journey with sensory experiences that engage and uplift.
Elevate Customer Status: Recognize and celebrate customers in ways that make them feel valued and important.
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):
You have identified obstacles across your customer journey and have reduced them where customers are expending undue energy.
You have eliminated confusion, uncertainty, and anxiety across your customer journey. Your customers are protected from stressful situations.
You have delighted the senses of your customer, as they all look for sensory pleasure (from delicious food to relaxing music).
You have provided a customer experience that elevates your customers' status.
You reduced the social and environmental impact of your efforts to create moments of truth and made sustainable moments magical.
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
Matt Watkinson, Book, The 10 Principles Behind Great Customer Experiences.
Google, Zero Moment of Truth, https://www.thinkwithgoogle.com/marketing-resources/micro-moments/zero-moment-truth/
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/
customer experience.io, Great Customer Experiences Are Effortless, https://medium.com/@_cxio/great-customer-experiences-are-effortless-2dea2f300d4e