The PR Adviser: The 4 Superheroes of the Customer Journey

ColumnistsOct 19, 2022

The PR Adviser: The 4 Superheroes of the Customer Journey

Columnist Lilian Raji introduces readers to awareness, consideration, decision, and loyalty.

2022_Lilian Raji.jpg
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Hello dear readers, it’s been a month too long since my last column!

My sincerest apologies for keeping you. Family always takes precedence, and this year has found my family needing me more than before.

That is not to say, however, that I don’t consider you family! That is especially true of those who’ve been reading this column ever since my genius editor shared my vision for helping companies infiltrate the zeitgeist.

And the zeitgeist—commonly known as the spirit of the times—is where we begin today. 

Whether your customers buy from retailers, or buy directly from you, we’re now living in an omnichannel world. This is the zeitgeist. You must meet your customers at every channel they choose to meet you.

Omnichannel and the customer journey go hand in hand.

Each channel represents an opportunity for your target customer to learn about you. Omnichannel fulfills the awareness portion of the customer journey, which is really our beginning. 

Imagine, if you will, a Conclave of the Four Superheroes of the Customer Journey.

Our intrepid initiator, awareness presides over the conclave, decked out in a sparkly sequined cape because, how else are they going to be seen?

Awareness demands of you, “How does your target customer first find out about you?”

Once upon a time, “Saks!” would have been a sufficient answer if you are, for example, a designer. But we’re in a different zeitgeist now. Whether a designer or a retailer, your answer should include social media, digital adverting and, yes, the Metaverse.

(Spoiler alert: For a future column, I’ll be interviewing the Meta executive who recently awoke me to the possibilities of the Metaverse. Stay tuned!)

Your homework is to make a detailed list of how and where customers can and have found you. For my fellow overachievers, email your team and ask them to contribute to the list.

Don’t limit yourself to obvious answers. A client once found me from a question I answered on LinkedIn. 

Another found me after asking a mutual friend, who was responsible for a competitor’s enviable publicity, and the friend pointed them in my direction. In this case, my reputation preceded me, followed by word of mouth. (Note what initiated the latter client’s customer journey to me.) 

Developing a reputation for quality craftsmanship and exceptional customer service is a severely underrated part of the customer journey. If your quality is poor, your customer journey will end as soon as your target customer learns this.

Back to our conclave!

After awareness comes consideration, a bit more subdued in their no-nonsense Armani suit, a magnifying glass in hand, scrutinizing you with the same judgment with which Anna Wintour scrutinizes carbs.

Consideration stares unblinkingly at you and asks, “What are you doing to ensure your target customer buys, whether immediately or in the future?”

Bravo if you were ready with an answer, and double bravo if you understood this requires some thought. 

But don’t worry if you weren’t—we’ll get there together. 

 Related stories will be right here … 

Decision is next, spinning around with the glee of a child blazing down a waterslide. They are perpetually excited because every decision they make adds to their possession something that brings immense joy.

Decision stops spinning around for a moment to ask, “Now that your target customer has admitted to liking you, how are you going to seal the deal, my friend?”

I’m sensing those synapses are firing up again. I love it! Get your brain ready for when we explore the one, sole, and exclusive right answer.

Just kidding! There are many right answers, but how many of them are you maximizing? And how many involve building customer relationships? 

This is where loyalty comes in.

Loyalty, adorned in a 24-karat gold cape embedded with Burmese rubies, padparadscha sapphires, Paraíba tourmalines, and black opals, oozes a seductive confidence because they know they’re the most precious hero in the room.

Loyalty removes their Gucci sunglasses, leans toward you with a smile both in their eyes and on their lips, and asks, “Since your target customer is now your actual customer, what are you doing to keep them coming back?” 

Don’t worry if these questions intimidated you. Our upcoming agenda together is to learn and implement answers that will compel our superheroes to give you a standing ovation by the end of the conclave.

Before I leave you, friends, a confession: I have battled anxiety for as long as I can remember, fueled by an unwavering commitment to always doing what is right and not necessarily what is easy.

Those who have worked with me will tell you I’m a pain in the tuchus for this reason, but they can always depend on me to deliver on my word. Finding ways to manage my anxiety is the exclusive source of my resilience through both personal and professional turmoil. Remember, I’m on the 11th incarnation of my company!

I’ve been accepted into the Greater Miami Chamber of Commerce’s Leadership Miami program, where I’ve committed to helping the nonprofit nature reserve, Patch of Heaven Sanctuary, raise $50,000 by Dec. 1 to help build a Mindful Pocket Park.

Through this project, I’ve since learned 20 minutes in nature can help lower levels of the stress hormone cortisol.

Attending to my own mental well-being is how I’ve sustained my commitments and rebounded after every reincarnation. The Mindful Pocket Park will offer everyone who visits Miami the tools to create such resiliency within themselves.

I have personally donated $500 toward the fundraising goal, along with more than $10,000 of in-kind services. Can you join me in making a donation? Tag #LMR in the donation message section so I know you’re with me.

If you match my donation by half—giving $250 or more or supporting the project in other ways—I will extend you five hours of my time for whatever your company needs. That’s $2,500 of my personal attention for a tax-deductible donation of $250 or more.  

Just email your donation receipt to, and you’ll have five hours with me to talk shop, plan your 2023 communications strategy, get matching tattoos or go bungee-jumping. Donor’s choice!  Alas, I can only offer this to 10 people. 

I’ll add a sweetener: those whose donation exceeds $250 will get prioritized in the final 10. If you truly blow me away with your donation, you’ll get a surprise worthy of your generosity. Nonetheless, I’ll still find some way to show gratitude to everyone who donates, no matter the amount.

Thank you for your support, in both reading this column and for this project. See you next month!  

Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

Jewelers of America advocacy trip DC 2024
Policies & IssuesJun 18, 2024
JA, Industry Leaders Take Russian Diamond Import Concerns to D.C.

The group met with lawmakers to raise awareness about the financial, operational, and supply chain harms posed by an EU proposal.

Louis Comfort Tiffany 1900 gold and opal necklace
Events & AwardsJun 18, 2024
Driehaus Museum Displaying Rare Jewels From Chicago Collections

The museum also will host jewelry heist-themed movie nights throughout the run of “Chicago Collects: Jewelry in Perspective.”

Models wearing Pomellato’s “The Dualism of Milan” collection
CollectionsJun 18, 2024
Pomellato’s New High Jewelry Collection Celebrates Milan

“The Dualism of Milan” collection features two chapters representing the monochromatic and colorful spirit of the city.

Untitled design.jpg
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price Stability

As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.

Dorian Webb, Kealeboga and Ursula Pule
CollectionsJun 18, 2024
Zales Adds Dorian Webb, Nungu Diamonds to Designer Edit

The Designer Edit, launched earlier this year, highlights up-and-coming jewelry designers.

Weekly QuizJun 13, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
National Association of Jewelry Appraisers Logo
Events & AwardsJun 18, 2024
NAJA Announces Its Mid-Year ‘Ace It’ Conference

The conference will focus on the “practical ‘how to’ of appraising gems and jewelry,” said NAJA Executive Director Gail Brett Levine.

De Beers CEO Al Cook
EditorsJun 17, 2024
Q&A: Al Cook on the Future of De Beers

The De Beers CEO discussed the Anglo American situation, natural diamond marketing, and why the future of lab-grown diamonds is technology.

1872 x 1052 Gemolite.jpg
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional Edition

GIA®’s most advanced microscope has new features to optimize greater precision and comfort.

Bernd Munsteiner
SourcingJun 17, 2024
Fantasy Cut Inventor Bernd Munsteiner Dies at 81

Known to many as the “Picasso of gems" who modernized the gem cutting field, he is remembered by his family as going through life with open eyes.

Thomas Markle Jewelers interior
IndependentsJun 17, 2024
Thomas Markle Jewelers to Relocate

The Houston-based family jeweler is relocating its flagship just across the street.

Instore and Chicago Responsible Jewelry Conference Logos
Events & AwardsJun 17, 2024
Instore Show, Chicago Responsible Jewelry Conference to Co-Locate

The partnership, now in its second year, allows CRJC attendees to register for a free Instore show badge.

Stock image of a gavel
CrimeJun 14, 2024
2 Men Sentenced to Life in 2022 Murder of Detroit-Area Jeweler

In court, Daniel Hutchinson’s loved ones remembered the jeweler as a giver, a role model, and a leader.

Billie Bangle
CollectionsJun 14, 2024
Piece of the Week: Jade Trau’s ‘Billie’ Bangle

Take a walk along this bangle’s diamond “cobblestone” made from round-, pear-, and marquise-cut diamonds.

Graphic with headshots for My Next Question 2024 Las Vegas webinar
Recorded WebinarsJun 14, 2024
Watch: What Happened in Vegas in 2024

The National Jeweler editors discuss the hot topics, best jewels, and current trends that stood out during Jewelry Market Week.

Vera Wang Love True lab-grown diamond engagement ring
FinancialsJun 13, 2024
Signet Awaits Engagement Recovery as Q1 Sales Sink 9%

The company is expecting to see a 5 to 10 percent increase in engagements this year.

QVC HSN logo
MajorsJun 13, 2024
HSN, QVC Parent Company Faces Delisting

Qurate Retail is in the middle of a turnaround plan as it battles declining sales.

45.07-carat step cut fancy vivid yellow diamond
AuctionsJun 13, 2024
45-Carat Yellow Diamond Withdrawn from Phillips Auction

Signed jewels and period pieces stood out at the sale.

Marie Lichtenberg Scapular necklace
TrendsJun 13, 2024
Amanda’s Style File: For the Fathers

Showcase your dad’s personal style with a piece of fine jewelry for Father’s Day.

The Eden Rose Diamond
AuctionsJun 12, 2024
10-Carat Pink Diamond Sells for $13M at Christie’s

“The Eden Rose” is a fancy intense pink diamond that was appearing at auction for the first time.

Charles & Colvard moissanite ring
GradingJun 12, 2024
IGI to Grade Charles & Colvard Moissanite

The partnership follows the launch of the jewelry company’s B2B moissanite platform.

Bruce Cleaver
SourcingJun 12, 2024
Bruce Cleaver Is Gemfields’ New Chair

The former De Beers CEO will step into the role next month.

Rose cut arch cabochons Columbia Gem House
SourcingJun 12, 2024
State of Colored Stones: Why the Market Is More Colorful Than Ever

As prices of “The Big Three” skyrocket, supply dwindles, and focus on sustainability grows, an age of open-mindedness is dawning.

Edward Arthur Jewelers logo
IndependentsJun 11, 2024
Edward Arthur Jewelers to Close After 53 Years

Owner Randy Brooks, whose brother opened the Maryland jewelry store in 1971, is retiring.

Greenwich St jewelers pride raffle
IndependentsJun 11, 2024
Greenwich St. Jewelers Is Hosting a Pride Month Raffle

Tickets to win a ring are for sale until June 13, with proceeds going to a trans care nonprofit.

Katherine Jetter CASE Award winning ring
Events & AwardsJun 11, 2024
The 2024 CASE Awards Are Open for Entries

Submissions will be accepted now through July 17.

Swarovski New York City flagship
IndependentsJun 10, 2024
State of Retail: 4 Retail Design Trends for 2024

From lighter color palettes to the integration of AR, experts offer inspiration for jewelers in need of an aesthetic refresh.

Van Cleef & Arpels 1929 tie necklace
AuctionsJun 10, 2024
Van Cleef & Arpels Necklace From 1929 Sells for $3.6M at Auction

The rare piece went home with a Sotheby’s executive.


This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy