[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2019\/05\/01\/hero-journey-versus-the-customer-journey\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2019\/05\/01\/hero-journey-versus-the-customer-journey\/","headline":"The customer journey versus the hero\u2019s journey","name":"The customer journey versus the hero\u2019s journey","description":"You're made aware by your spouse of a great pain in the world - your kid needs the hottest toy in the universe. Any disturbance to this reality will be met with swift and unknown challenges.","datePublished":"2019-05-01","dateModified":"2021-02-19","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/ratul-shah\/#Person","name":"Ratul Shah","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/ratul-shah\/","identifier":305,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/18781ab115e32031df4d1cbc3baffb8fb9bc77288c20e05eb447f4e9739062f4?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/18781ab115e32031df4d1cbc3baffb8fb9bc77288c20e05eb447f4e9739062f4?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2019\/04\/thumbnail-e2f51da2f9e4175e0479a33de695da43.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2019\/04\/thumbnail-e2f51da2f9e4175e0479a33de695da43.jpeg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2019\/05\/01\/hero-journey-versus-the-customer-journey\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/star-wars\/","name":"Star Wars","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Star_Wars","http:\/\/www.wikidata.org\/entity\/Q462"]}],"wordCount":1287,"keywords":["Customer Journey","Star Wars"],"articleBody":"It was a cold evening during February of 1982. A typical Sunday would have had me enjoying time with family and my grandfather. But it was Feb 26, and not a typical Sunday for this 5-year-old.It was the day that an outdoor antenna was going to beam into our home what would be a nearly 40-year love affair with the Star Wars franchise – a\u00a0New Hope was airing on CBS.With the recording options setup, my new VCR was ready to record this epic movie on my TDK-120 VHS tape. As 8 PM hit, – with the exception to stay up late \u2013 my heart raced as this movie became my favorite.I\u2019m just a simple man trying to make my way in the universeAs a child, I wouldn’t fully understand why I loved these movies, I just know they captured my heart and occupied much of my mental real estate. I wanted to eat the C3P0 O\u2019s cereal, use only my Darth Vader thermos to drink from, and of course play with my Millennium Falcon every movement.Today as an adult with my own child, I see so many more reasons to enjoy this franchise: Great stories and characters that live on, true friendships, awesome technology, the value of storytelling – it’s so similar to real life. It’s a classic hero journey with a main character who longs for adventure, faces adversity, overcomes obstacles (internal and external), rises to the challenges, and ultimately wins (until he doesn’t).Rebellions are built on hopeThe hero\u2019s journey is a story that’s been told countless times. It connects with us and draws us in – it’s never easy, but by the end we’ve learned, grown, and achieved.When you consider the hero\u2019s journey there are so many parallels to a customer journey. To quote Yoda \u201cDo. Or do not. There is no try.”So, let’s take a look at the hero\u2019s journey and parallel it to a customer journey.The hero: Meet Luke Skywalker:\u00a0If you don\u2019t know who Luke is, I’m talking to the wrong audience. Though he’s the hero, and main character, we don\u2019t meet him right way, but once we do, we see he longs for more – he has a passion to do more.The customer:\u00a0For most of us, we’re the main character in our own epic journey that we call life. We move in and out of days, like people move in and out of pages or scenes. We might not battle dragons, but the occasional traffic monster does come to mind.__Just a regular planet: \u201cIf there is a bright center to the universe, you are farthest from it\u201d this is how Luke describes his home to his new friends. Given his current situation, he wants to learn how to make better.The current situation: For this specific storyline, you’re placed into your own world. You wake up, grab some food, get our supporting characters ready, and off into the world to do good, learn, love, and perhaps today is the day we buy something.__Call to Adventure: Luke is made aware of a pain in the galaxy, and through interactions, meeting some droids and watching Leia\u2019s message, he wants to do more, but isn’t exactly sure how just yet. Through conversation, he continues his learning.Awareness campaign: You’re made aware by your spouse of a great pain in the world – your kid needs the hottest toy in the universe. Any disturbance to this reality will be met with swift and unknown challenges. You hit the information superhighway to learn more about this toy and potential places to acquire it. The most trustworthy of dealers offer a great customer experience, but life gets in the way, and you’re called into a meeting. The cart is abandoned.__Meets the mentor \/ learns about the quest: As the story unfolds, he meets a mentor that helps him understand more about the path and himself. He learns about things he is connected to \u2013 his father, and why it’s important to continue forward. The greater calling is so important to Luke, and he just needs help to connect the dots.Struggles to convert: Before you leave your desk, your guide on this journey (the chat bot) pops up and helps you add the desired item to a wish list. They also help you learn about protection plans and related items. As part of the exchange you consent to communication related to your wish list, and for them to use the data to personalize your experience.__Walks away: Luke continues to push back on the idea of getting involved. Ben challenges him with a simple statement \u201cThat is your uncle talking.” It makes Luke think about who he really is, and what he really wants to do. What are his goals? And what problem is he really trying to solve?Still not a customer: As with any journey, life gets in the way. You sit down to dinner with the family, read a book, and take a walk while the sun sets. You have a moment to yourself, but at this point, you have no compelling force driving you to complete your journey.__Compelling event: Luke hits rock bottom because of the Empire. This emotional scene connects us to Luke even more, and connects Luke to his destiny. Once on board the Death Star, Luke demonstrates he’s committed to helping the princess, returning the droids, and saving the day.Makes the purchase: The next morning, the perfect storm arrives with a child reminding you of the importance of the toy, the accessory pack, ability to set it up, and free shipping. The pain is real, and the call to solve is well aligned. You withdraw you favorite plastic weapon of choice, using your favorite social network to login \u2013 because who can remember passwords?You store your credit card, address, and consent to a weekly newsletter to stay ahead of the curve.__Stuff gets real: Luke discovers more about himself while running around the Death Star. He loses his mentor at the hand of Darth Vader. Fast forward, he destroys some Tie Fighters, delivers the plans, and saves the day.Customer loyalty grows: The toy shows up, in perfect order thanks to the team\u2019s white glove setup. The ongoing newsletter helps you become the winning parent with tips on how to plan and drive creativity. Nothing stops with the single event. We come to the cross roads to buy more from this vendor or explore what might be out in the great beyond\u2026__Most Tests | More Friends | More Enemies:\u00a0Of course, the story doesn\u2019t end, it continues. Luke meets a new mentor, faces bigger challenges, learns more truths \u201cLUKE I AM YOUR FATHER.”Customers for life: Our story doesn\u2019t end either; it’s just the beginning of this adventure. The stories we create, the memories we make, the battles we win are all part the journey. The companies that offer great customers experiences help us win in our own journey. They mentor us down a path, and are there when we need them.Now, be brave and don\u2019t look back: Consider the customer journeyAs the brand, go win! Create a world where your customers can be the hero. Provide them with guidance, fun, and excitement along the way. Eventually they’ll become the true hero of their journey and bring order to your galaxy.  Every digital moment matters.Are you making the most of them?1,000 business leaders dish on how to stand out from the crowd with a great CX. Get the details\u00a0HERE.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2019","item":"https:\/\/www.the-future-of-commerce.com\/2019\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"05","item":"https:\/\/www.the-future-of-commerce.com\/2019\/\/05\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"01","item":"https:\/\/www.the-future-of-commerce.com\/2019\/\/05\/\/01\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"The customer journey versus the hero\u2019s journey","item":"https:\/\/www.the-future-of-commerce.com\/2019\/05\/01\/hero-journey-versus-the-customer-journey\/#breadcrumbitem"}]}]