ColumnistsSep 20, 2022
The Smart Lab: 5 Holiday Shopping Predictions for 2022ColumnistsOct 19, 2022
The PR Adviser: The 4 Superheroes of the Customer Journey
Columnist Lilian Raji introduces readers to awareness, consideration, decision, and loyalty.
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 …
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.
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.
Editors' Picks
Sponsored by
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 lilian@lmrpr.com, 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!
More on Columnists
The Latest
Lab-GrownNov 10, 2026
GIA Examines Pink Lab-Grown Diamond Made to Look NaturalThe 6-carat CVD-grown pink diamond was “deliberately modified” to mimic the appearance of a natural rough diamond, the lab said.
SourcingNov 10, 2026
Botswana in Line to Take Controlling Stake in De Beers, President Says If the Global Diamond Consortium emerges as the top bidder for De Beers, Botswana’s stake will double to 30 percent, Duma Boko said Monday.
Events & AwardsNov 09, 2026
Here Are the 2027 Gem Award NomineesThese nine individuals and brands are up for a Gem Award in the Jewelry Design, Media Excellence, and Retail Innovation categories.
Brought to you by
DSF Antique Jewelry: Fine Jewelry, Signed Designers, and a World of Rare DiscoveriesWith over 50 years experience in the trade, DSF Antique Jewelry offers quality, craftsmanship, condition, and remarkable variety.
CrimeNov 09, 2026
Jeweler Pistol-Whipped, $900K in Jewelry Stolen During Home Invasion The incident, which happened in Miami-Dade County, serves as a reminder to jewelers of the dangers of selling and storing jewelry at home.
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingNov 09, 2026
GIA Acquires Thousands of Gem Specimens With ‘Extraordinary’ InclusionsGIA Analytical Microscopist John Koivula curated the collection of 2,665 crystals, gems, and minerals over a 60-year span.
CollectionsNov 09, 2026
Bibi van der Velden’s Alligators Become High JewelryThe “Eclipse” collection, the brand’s first high jewelry line, centers its alligator motif in diamond and spinel jewels.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
