Monday, September 2, 2019


The Customer Circle of 5ths

We all know CX will likely become the main key competitive differentiator at some point. It already has in some sectors. To help drive this home, I recently created what I am calling the 'Customer Circle of 5ths', to help Marketing, Sales, Service and PR/Brand Departments visualize how each contributes to this, and what the cause/effect relationships between them are, from the customer's POV. 

This also turned out to be a simple visual that identifies and delivers the core criteria almost every customer needs in order to say 'yes'.

In music theory, the circle of fifths is the relationship among the 12 tones of the chromatic scale. In this article we'll explore the choreographed relationships between marketing, customer experience and branding, using my own version of the Circle of 5ths.

The goal of the Circle of 5ths is to quickly understand how CX, Marketing and Branding each contribute to delivering the most important criteria customers need in order to say 'yes'. So what are the most important criteria?
Think about any purchase decision you've ever made. There were 3 things that likely had to be in place before you said 'yes':
  1. Relevance
  2. Trust
  3. An Emotional Connection
Lets take the example of booking a flight. You had to first find an airline that went to your destination (relevance). Then you had to have confidence that their planes were safe (trust). But those two things alone usually aren't enough to say yes, all other things being equal. There had to be an emotional connection. So, in our example if you had established relevance and trust with 2 airlines, but you only had a positive emotional connection with one of them, that's who you'd very likely have chosen.

So how does marketing, CX and branding all contribute to providing relevance and trust, while fostering a positive emotional connection? In short, CX drives an emotional connection to brand, which drives acceptance/engagement in further marketing, fueled by a CTA that contributes to a positive interaction, which starts the cycle all over again.

Let's look at a B2B example:


A lead might enter the Circle of 5ths at any part of the cycle, but the flow is always the same. Each time they complete the circle, ever increasing levels of relevance, trust and emotional connections are (hopefully) established.

So what actions can you take from this? You see the dependencies these have on each other. If one falls short, the entire circle suffers.

Stating the obvious - whether you are in marketing, sales or customer service, you have to be ruthless about creating a positive interaction. Every activity you are involved in that the customer either sees, reads or hears will impact the whole circle.
  • For marketers that means having a full view of all interactions (both positive and negative) and adjusting messaging accordingly. Insist that CTAs are relevant and easy to act on. The adage, help, not hype fully applies here.
  • For marketing automation, that means enabling technology that delivers a different message to everyone, based on certain rules related to the latest achieved levels within the circle of 5ths.
  • For sales and service that means having a full view of all interactions (both positive and negative) throughout the customer journey and adjusting responses accordingly.
So if you're looking for a simple way of explaining how marketing, branding and CX all support each other and/or visualizing the impact of a single positive interaction, see if this helps.

Steve Kellogg
Crowds2Crowds

58 comments:

  1. Very useful and unusual information. Thanks for sharing.
    Cafe for Sale Sydney

    ReplyDelete

  2. Neurons-IT is an IT-based service company from last 9 years in Singapore which offers world-class mobile app development, mobile app development, e-commerce website, and UI and UX design services to worldwide clients. It has a team of best designers, developers, testers, and marketers where the team member is available 24*7 for their clients.

    ReplyDelete
  3. Looking for a South Ex escort who loves casual encounters
    We have all types of babes South Ex Escorts service like russian, south indian, punjabi, marathi, gujarai etc. who present a high class satisfaction feeling when you make a relationship with her.All the South Ex Call Girls are professionally trained and relate to high society who charge very highly individually but after contacting us
    Call Girls in South Ex
    South Ex Escorts

    ReplyDelete
  4. Hey, I'm Shweta who is looking for a pleasure time to spend with new guys.
    They know how to book call girls; they know how to enjoy with these call girls and at last, they know how to maintain privacy as well.
    Mumbai Escorts
    Escorts in Mumbai
    Mumbai Call Girls

    ReplyDelete
  5. I found this is an informative blog and also very useful and knowledgeable. I would like to thank you for the efforts you have made in writing this blog Buy Ambien Online

    Order Ambien Online

    ReplyDelete
  6. The Craze of Foreigner Girls Nowadays is Increasing in the Country. The Mahipalpur is the Right Destination to have fun with Russians and VIP Indians in Mahipalpur Escorts. Visit us to make your Day and Night most Romantic and Colourful. We guaranteed that you will not forget lovemaking and the time spent together.
    ��‍❤️‍��‍��Russians Escorts.��‍❤️‍��‍��
    ��‍❤️‍��‍��Mahipalpur Call Girls��‍❤️‍��‍��

    ReplyDelete
  7. Hello Guys, My name is Ankita but people call me Miss Delhi. I am an Independent Girl, I love music and love to spend some time with hot boys. Mumbai Escorts is the best Escorts Girls service in Mumbai free and paid sex incall and outcall independent agency.

    ReplyDelete
  8. Nice & Informative Blog !
    QuickBooks is a phenomenal accounting software that allows users to manage all the laborious tasks of business. For the resolution of QuickBooks errors, call us on QuickBooks Customer Service.

    ReplyDelete
  9. I am very impressed your all posts and blogs
    https://ludoskill.blogspot.com/2021/02/highlighted-features-to-earn-online.html

    ReplyDelete
  10. Thanks for this information. You may also find this article informative https://dealnews.in/news/how-to-convert-airtel-postpaid-to-prepaid/

    ReplyDelete
  11. If you're genuine gentlemen want hot and sexy beautiful Delhi Escorts lady or girls for your complete enjoyment and relaxations with body massage then contact my mobile number first once you call us then my manager asking you your choices depend upon your needs which means which sort of staff you would like.

    ReplyDelete
  12. I am the most gorgeous woman in Green park escorts. you can call Green park escorts and fix a time to meet me. I will make you have the best orgasms of your life and you would be really grateful that you called me. I know many different ways to please you, so give me a chance and come spend a hot night with me. You will get great service with lots of added benefits for me. Want to get a good sexual massage? Call me right now! We can spend hours making love to each other. So, don’t hesitate and book private time with me now. Kalkaji escorts


    ReplyDelete
  13. Delhi prostitute Agency, most promising and reliable call girls agency of Delhi offers status and hot Escort Service in Delhi for all those needing women publicly or closed doors. These are young and exuberant stunning collection of young chic between the age of 18 to 30 years selected from overseas and India. Our beauties from India are from southern, northern, eastern and western states of the India providing numerous choices to match up the desires and tastes of clients. this is often not all, we all present Russian escorts for turning your fantasies true through electrifying time in and off bed. These also are educated and high Hot Call Girls in Delhi with model like personality. Our Pride, Hot, sexy, beautiful words don't do justice to the captivating great thing about our escorts. We don't call on the carpet to explain the mesmeric great thing about our hottest collection of babes.
    You'll call us @ 9773622641
    Click:- Delhi Escort Service

    ReplyDelete
  14. This comment has been removed by the author.

    ReplyDelete
  15. This comment has been removed by the author.

    ReplyDelete
  16. Escort Service in Aerocity for full fun and delight time during a few days. it's been seen that during a few days clients coming from other cities and countries are beguiled by observing these sites today I’m attempting to totally confound me. I even have shared some significant data about the Aerocity Escorts Service. I will be able to attempt to arrange you on how individuals aren't mistaken for the Escort Service in Delhi site who got to appreciate genuine they need to pick the right guide agency in light of the very fact that the foremost stressing thing has emerged here.
    They should know this significant thing that genuine affection is being looked through today actually since you excessively are ready to escort for physical fulfillment with the young female friends and spouses throughout your life. Sweetheart, it's an ideal opportunity to fulfill your longings by recruiting the new and hottest Aerocity accompanies for elegant individuals' very own diversion personal entertainment services.
    Call us @9654120218
    Escort Service in Aerocity
    Call girls in Aerocity

    ReplyDelete
  17. Nice Blog !
    In such challenging circumstances, we at QuickBooks Customer Service ensure that all your issues get rectified within time and under budget.

    ReplyDelete
  18. I am Ishika, the most glamorous hot and sexy young girl you will ever see. If you want to enjoy sexual pleasures without any mental stress and are interested in meeting me, then you can become a wonderful partner through Jaipur escorts without any hesitation. You can play with my big breasts.

    ReplyDelete
  19. Nice Blog !
    One of the errors is QuickBooks Error 136. To get prompt solutions for QuickBooks Error 136, contact our team here we provide you with the best we can.

    ReplyDelete



  20. Ergonomic Design

    Saarthi offers a comfortable grip and ergonomic design to have a conformable experience
    throughout the day of usage of the device. Since Saarthi can be used easily without a cane
    say for closed rooms, it offers an additional comfort of using the device for inside a room.

    Efficiency

    Saarthi through our internal user testing and feedback has established an
    optimum efficiency of identifying all relevant obstacles in the selected
    range. Saarthi also works well in light rains as the rain doesn’t impede in
    the operations of the device.

    Price

    With Saarthi we are trying to create an impact in the lives of low income
    households which represent almost 90% of the blind and visually impaired
    community therefore we have priced the product with optimum efficiency
    at the lowest of the price point in the market across the world.




    Ranges optimum for India

    Saarthi offers 3 different ranges for selection by the user:

    2 feet ideal for closed rooms and confined corridors

    4 feet ideal for lobbies

    8-10 feet ideal for open areas and streets

    Since India is a developing country with not evolved infrastructure
    and less observed distance between people while walking, it is ideal
    to have ranges in the lower segment as well to allow the blind person
    walk comfortably in any kind of setup.

    No other device offers the same level of ranges with the element of efficiency.






    Battery

    Saarthi offers a long battery life (30 days) only on a single charge that
    creates an essence of freedom for the blind person to use it on a daily
    basis without caring about to charge it daily. Since the rural India
    faces a electricity problem, we have tried to have an efficient and
    long running battery life for Saarthi device.

    It also provides sound based indication for providing the battery
    indication so that the blind person is aware of when to charge it in
    the usage cycle.

    click here for more details
    Torchit - My Torchit



    ReplyDelete
  21. Families across the globe celebrate special days in order to say thank you for the support they provide. These days include probably Mother’s Day, Father’s Day, Daughters Day etc.
    National Son Day is one of the most celebrated special family days. This day is meant for the reverence and regard of the boy child and their guardians.

    ReplyDelete
  22. Nice post, you give the clear idea of the topic and I subscribed your blog, I have some links to share here
    Get up To 40% Off buy modalert online
    Get up To 40% Off buy artvigil online
    Get up To 40% Off buy vilafinil 200mg online
    Get up To 40% Off order vilafinil 200mg

    ReplyDelete
  23. A game that is more entertaining and joyful would be the one you might be looking for. Then you must download the Project QT Mod APK because it has all you want. It has puzzles, girls, and many other things to experience. You can form a team with these hot girls and vanish the infection that is spreading throughout the world. Project QT Mod live nettv apk unlimited gems let you explore the game to the fullest.

    ReplyDelete
  24. "Bhavya Ambulance Services, are efficient and preeminent in providing Best ambulance services in hyderabad.
    Ambulance services come along with expert nurses, emergency doctors, and physicians who handle intensive and emergency care units

    "
    ambulance service in chandanagar
    Private Ambulance service in chandanagar


    ReplyDelete
  25. You can have any carry-on luggage while traveling along the countryside but the weight, the perfect size, the comfort, and ease are always the best things that matter. Therefore, these days having the best lightweight luggage bags for international travel is one of the top choices of many people out there.

    ReplyDelete
  26. Leolist Barrie
    Are you searching for Leolist Barrie? We have the best alternative of Leolist Barrie here on https://barrie.xgirl.ca/.
    Visit barrie.xgirl.ca today and find the best results related to Leolist Barrie.

    ReplyDelete


  27. Leolist Charlottetown


    Are you Searching for Leolist Charlottetown? We have the best alternative of Leolist Charlottetown here on https://charlottetown.xgirl.ca/
    Visit https://charlottetown.xgirl.ca/ today and find the best results related to Leolist Charlottetown.

    ReplyDelete
  28. Want to feel occupied on Valentine’s Day? Then why not download 7 Angels Mod APK? It is a wonderful game for android and IOS users. The game is also available for PC users. Moreover, this is an adult kind of game. This game is categorized into several chapters. There is each girl in one chapter. You have to discover each girl in one chapter. Furthermore, these girls have distinctive personalities, and to discover their personalities, you have to know their likes and dislikes. The 7 angels game has amazing features that gamers can enjoy.

    ReplyDelete
  29. Leopard courier in Pakistan is offering excellent services to the online business community. Not only this but in the logistic industry, leopard courier is presenting the most innovative and efficient solutions. Likewise, eFulfillment by leopard courier is playing a fantastic role in the progress of online businesses. Leopard courier services are preaching the next level of eFulfillment services. Above all, before discussing how to use leopard for e-commerce, we will tell you what eFulfillment by Leopard Courier is?

    ReplyDelete
  30. Exercising is the ABC of health. Specifically, after 25, it’s highly recommended to adapt to a regular workout for a healthy heart, body, and mind. But not everyone goes for a workout for multiple reasons. The concept of Bungee workout was used for extreme sports so far. You are tied to an accurately measured stretching rope and a harness that supports your body weight and makes sure you can bear the jerk. Know all about bungee workout benefits here.

    ReplyDelete
  31. superb article, also informative.

    Law Coursework Help

    ReplyDelete
  32. I've been curious in this topic, so thanks for bringing it up. This is a really cool post. It's a pretty wonderful and helpful post. If anyone is interested in call packages you can visit Ufone call packages .

    ReplyDelete
  33. Sage CRM 2022 R1 release, learn new features and improvements executed in the Sage CRM 2022 R1 update. It is expected for Sage CRM accomplices, Sage OpCos, and Sage CRM clients.

    sage accounting
    Sage 50

    ReplyDelete
  34. Embroidered patches are simple and easy to create with your embroidery machine and can be very profitable. You can easily embroider unique and high quality patches with simple low cost supplies to increase your embroidery business profits.

    Thank you

    ReplyDelete
  35. Majalah4d merupakan situs togel toto 4d terpercaya di asia yang memberikan pelayanan daftar togel toto 4d dan daftar toto 4d secara gratis. Menjadi bandar togel toto terbaik Majalah4d juga menyediakan 10 pasaran togel online yang sudah bisa di mainkan dengan menggunakan 1 user id.

    ReplyDelete
  36. Washer and dryer pedestals are metal structures or risers mounted below front-load washers and dryers. Laundry pedestals, additionally called washing system stands, can add visible enchantment to a laundry room.

    ReplyDelete
  37. Glitches and lags are part of the virtual international. Regardless of the way an awful lot you try and keep away from them, there may be constantly a opportunity that they’ll finally arise and disrupt the experience of your website online visitors.

    ReplyDelete
  38. Are you looking for the Best Used Laptops Shop in Singapore? We are providing the best offers on used laptops and also become the best shop in Singapore.
    We are specialized in Hard disk Destroy, Computers, Laptops and Server Sale and repair. Visit https://www.universalcomputer.com.sg/

    ReplyDelete
  39. Saat ini togel deposit pulsa 10rb tanpa potongan besar sudah bisa dimainkan di agen Majalah4D bersama agen togel online anda bisa melakukan togel deposit pulsa 10rb hanya di Agen Togel Toto 4D hanya dengan menggunakan 1 user id saja.


    Togel deposit pulsa
    situs togel deposit pulsa
    Togel deposit pulsa 10rb
    togel toto 4d
    Sabung Ayam sv388
    Link situs Sv388
    Sabung ayam sv388 apk
    Aplikasi sv388
    Slot deposit pulsa
    Slot deposit pulsa tri 10rb

    ReplyDelete
  40. A taking pictures gallery is a recreational shooting facility with toy guns (typically very low-strength airguns together with BB guns or airsoft guns, once in a while light weapons or even water weapons), frequently located within leisure parks, arcades, carnivals or fairgrounds, to offer secure informal games and enjoyment for the travelling crowd via prizing clients with diverse dolls, toys and souvenirs as trophies.

    ReplyDelete
  41. If you want to make your outdoor party special with untapped cuisines then you must have the best smoker cookbook. One can surprise his guests and present himself as Masterchef in front of guests.

    ReplyDelete
  42. Thanks for sharing information
    ABR Hospital Nero Multispeciality Hospital Best Nero Hospital In Hyderabad treatment of neurological conditions in one of the Best Neurology Hospitals In Hyderabad ABR Hospital located at Uppal and As Rao Nagar the possible neurological care
    Best Neuro Hospitals In Hyderabad

    ReplyDelete
  43. With this tool, you can cover every dimension of the video editing field. There is a small list of tools that are offering almost every function or tool for completing this process. Alight Motion MOD APK is one of those few tools that will never let you go away from performing different actions on your video.

    ReplyDelete
  44. Vocabulary is only part of overseas language however the most crucial one. If you want to examine foreign language, begin with the phrases, first. As nicely as kids do. When you know a few phrases you can try to speak.

    ReplyDelete
  45. Social media is important as it lets in you to attain, nurture, and engage along with your target market irrespective of their vicinity.

    ReplyDelete
  46. With HiMenus restaurant order management system the possibilities are endless and you can do order management like never before. restaurant ordering system

    ReplyDelete
  47. At Cleaning Services, we offer a wide range of cleaning at end of tenancy. Our cleaners can take care of all your cleaning needs from start to finish, from checking for damage and ensuring the property is empty before starting to cleaning to ensuring the property is clean upon completion.

    ReplyDelete
  48. "Wow, I was blown away by this blog post! Your writing style is captivating and the information you provided is incredibly insightful. I particularly loved how you presented complex ideas in a clear and concise manner. This post has definitely broadened my understanding of the topic at hand. Thank you for sharing such valuable content!" To know more about SEO SEO Agency

    ReplyDelete
  49. Let me say you are doing a good job by sharing this information. Keep it up.

    ReplyDelete
  50. i was searching for guest post websites , found this blog. it's different from my search but interested to read.

    ReplyDelete
  51. Unleash the expertise of home decor designers with our curated ideas

    ReplyDelete