Columnists

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 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!  

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 Fly In
Policies & IssuesSep 25, 2025
JA CEO Provides Tariff Update Following Annual Fly-In

A trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.

Entrance to Jwaneng diamond mine in Botswana
SourcingSep 25, 2025
2 African Countries Aim to Take Stake in De Beers

Botswana’s president said his country wants a controlling share, while Angola envisions multiple countries holding minority stakes.

Kira Jewels Growing Rowing Machines
Lab-GrownSep 25, 2025
Kira Jewels Expands Lab-Grown Diamond Production

The manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.

reDollar-fine-jewelry-department.jpg
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment Program

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

Alex Moss SoHo store
IndependentsSep 25, 2025
Alex Moss’ New Flagship Brings Bold Jewels to SoHo

The jeweler to the stars has worked with Drake, A$AP Rocky, Tyler the Creator, and other celebrities.

Weekly QuizSep 25, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Matthew Wilson, Kavin Kulamavalava, and a Elmasolvex VA
WatchesSep 25, 2025
Wilson & Son Jewelers Donates to the Horological Society of New York

The Scarsdale, New York-based jeweler donated a professional-grade watch cleaning machine.

Representatives of India’s Gem and Jewellery Export Promotion Council and Indian government leaders
Policies & IssuesSep 24, 2025
Tariffs Throw Diamond Trade Into Disarray

The 50 percent tariffs on diamonds shipped from India to the U.S. have pushed midstream manufacturers to the edge.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Father’s Day diamond advertisement that ran in India
SourcingSep 24, 2025
De Beers Adopts New Strategies to Drive Natural Diamond Demand in India

De Beers’ refreshed, multipronged approach, which includes generic promotions and retail partnerships, is delivering positive dividends.

Policies & IssuesSep 24, 2025
For Jewelry Manufacturers, Higher Tariffs Create Long-Term Worries

They are trying to balance the need to sustain well-established relationships with the pressure higher tariffs have put on margins.

Guest lecture for people with disabilities at the Jewelex factory
SourcingSep 24, 2025
A Helping Hand: An Effort to Boost Inclusivity in the Industry

Jewelry manufacturer Jewelex has partnered with JOSH, an industry training center, on a program for people with disabilities.

Greenwich St. Jewelers Estate Capsule Campaign
CollectionsSep 24, 2025
Greenwich St. Jewelers Goes Back in Time With First Estate Collection

The collection includes pieces dating back to the Victorian and Art Deco periods as well as mid-century and late 20th-century designs.

Marcus ter Haar
Policies & IssuesSep 24, 2025
Diamonds Do Good Names Marcus ter Haar as President-Elect

He previously served as co-chair of the nonprofit’s beneficiary committee.

Jane Goodall Brilliant Earth campaign
CollectionsSep 24, 2025
Brilliant Earth’s New Jane Goodall Collection Calls for Peace

Its second collaboration with the conservationist features jewelry with dove and olive branch motifs.

SRK Kriam Pharma
SourcingSep 24, 2025
SRK Launches Kriam Pharma

The diamond manufacturer’s new company will provide accessible and affordable high-quality medicines across India.

Claire’s storefront
MajorsSep 23, 2025
Ames Watson Completes $140M Acquisition of Claire’s

The private equity firm has a plan to revive the mall staple.

Super Smalls Super Book of Gems, Maria Dueñas Jacobs, and Bianca Gottesman
SourcingSep 23, 2025
Super Smalls’ New Book Introduces Kids to Gems, Fine Jewelry

The “Super Book of Gems” dives into the Mohs Hardness Scale, the Four C’s, and designs from jewelers like Cartier and Bulgari.

Mattioli CEO Claudio Pasta
MajorsSep 23, 2025
Mattioli Names Kering Exec as New CEO

Claudio Pasta will take the lead at the Italian fine jewelry brand, succeeding company founder Licia Mattioli.

Monique Lhuillier fashion jewelry Kay
CollectionsSep 23, 2025
Monique Lhuillier Adds Fashion Jewelry to Kay Jewelers Line

The new lab-grown diamond jewelry offering is the latest expansion of the designer’s “Bliss” collection.

Rio Tinto tender
SourcingSep 22, 2025
Rio Tinto Announces Final ‘Beyond Rare’ Tender

The miner is honoring the end of an era with an offering of 52 lots from the now-closed Argyle and the soon-to-close Diavik mines.

Vibhor and Alor logos
MajorsSep 22, 2025
Jewelry Manufacturer Vibhor Acquires Alor

The California-based fine jewelry brand will retain its identity post-acquisition, with new collections launching next year.

Gurhan Crown Gold Aquamarine Peacock
CollectionsSep 22, 2025
Gurhan's Collection is an 'Untamed' Zoo

The “Untamed” collection centers on carved gemstone jewelry depicting a range of animals embodying one of the four elemental forces.

Community for Ethical Jewelry logo
Policies & IssuesSep 22, 2025
Ethical Metalsmiths Has a New Name

Founded in 2004, the organization is now called the Community for Ethical Jewelry.

Madison Keys
EditorsSep 19, 2025
These Female Athletes Had the Best Jewelry of the Summer

From Coco Gauff’s hoops to Madison Keys’ diamond medallion, these are Senior Editor Lenore Fedow’s standout jewelry looks of the season.

Vanessa Fernández Studio Curva Wrap Hoops
CollectionsSep 19, 2025
Piece of the Week: Vanessa Fernández Studio’s ‘Curva’ Wrap Hoops

The trendy earrings feature asymmetrical drops, one with a grossular garnet and the other with a diamond.

Graphic for A Step-by-Step Guide to Using TikTok and Instagram Reels webinar
Recorded WebinarsSep 19, 2025
Watch: A Step-by-Step Guide to Using TikTok and Instagram Reels

Four social media marketing experts discuss their go-to methods and favorite tools for making high-quality short-form video content.

agta-sb-0925.png
Supplier BulletinSep 18, 2025
Will Your Design Define 2026? Enter The Spectrum & Cutting Edge Awards

Sponsored by American Gem Trade Association

×

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