Dear Reader,

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we explore customer journey mapping, delve into the energy demands of the brain, and we conclude with the Darvaza gas crater aka the gates of hell. First, we examine how businesses can better understand their customers by following their paths very closely. Then, we go inside the brain and explore the energy-intensive nature of the mind. Finally, we visit the gates of hell which are apparently closing. Happy Reading! 

Kabir says : A UX researcher, a neuroscientist, and a geologist walk into a bar. The UX researcher says, “I test how people navigate uncertainty.” The neuroscientist smirks, “And I map the brain trying to make sense of their terrible choices while they navigate that uncertainty.” The geologist raises a glass and goes, “And I just date the wreckage they leave behind.”

DIGITAL MARKETING

A Journey With Your Customer

We all have heard the of repeated adage 'Customer is king', so it should make sense to follow their regal journey just to know them better. Enter customer journey mapping, which does exactly that and is becoming a crucial tool in creating exceptional customer experiences. From the first interaction to post-purchase support, a clear map of interactions gives businesses valuable insights into customer needs and pain points. 

The customer journey is rarely linear. It’s filled with twists, turns, and various channels, be it online, in-store, or beyond. By analyzing these touchpoints, businesses can optimize their strategies to create seamless, engaging experiences. Businesses should begin mapping by identifying customer personas, defining the stages of their journey, and mapping out every interaction. This gives organizations the ability to anticipate needs and ultimately increase customer satisfaction. Remember know thy customer, not just their name!

WELLNESS

Powering the Human Brain

Did you know that he human brain, despite being only 2% of the body’s weight, uses about 20% of its energy. In infants it can even go up to 50 %! This might seem surprising, given that thinking doesn’t appear to be as physically demanding as other body functions like running or lifting. Yet, cognitive processes require significant energy to sustain neurons and synapses. The energy used by the brain supports all cognitive functions, from memory recall to decision-making.

Interestingly, the brain consumes only 5% less energy when it’s 'at rest' than when it’s engaged in simple tasks. The reason? It’s maintaining constant activity in the background, ensuring neurons are ready to fire at a moment’s notice. What’s even more fascinating is that this energy use is not solely tied to conscious thought. The brain is constantly processing, analyzing, and connecting information even when you’re not actively thinking about it. So, you may be chilling, but your brain still remains at work. Understanding this aspect is key to unlocking your brains full potential. 

SCIENCE

The Gates of Hell Are Closing

Known as the 'Gates of Hell,' the Darvaza Gas Crater in Turkmenistan has been burning continuously since 1971. This fiery phenomenon began when a Soviet drilling rig collapsed into a vast natural gas cavern. To prevent the dangerous release of methane gas, scientists set the cavern on fire, expecting it to burn out in a few weeks. However, over 50 years later, the flames are still burning. This man-made crater is now slowly closing as the natural gas supply is depleting causing the intensity of the flames to diminish, signaling the eventual end of this fiery spectacle.

Recent reports indicate that the flames are weaker than before, and experts predict that the crater could eventually cease burning. Once a symbol of human intervention and nature’s power, the Darvaza Gas Crater serves as both a fascinating marvel of Earth’s raw energy and a reminder of the fleeting nature of our planet’s resources. It's also a humbling reminder that there's so much that we don't know. 

PROMPTITUDE

Ignite Ideas, One Prompt at a Time: Plug in this prompt to any LLM and learn more about customer journey mapping.

As a customer experience strategist and user research specialist with expertise in behavioral psychology and service design, create a comprehensive, beginner-friendly guide to customer journey mapping. Define customer journey mapping and explain how it differs from traditional marketing funnels by demonstrating its holistic approach to understanding customer experiences, emotions, and touchpoints across entire relationships using clear analogies and everyday examples. Break down core concepts like personas, touchpoints, pain points, and moments of truth while exploring different journey types including awareness, consideration, purchase, onboarding, and advocacy phases. Detail proven mapping methodologies for various business contexts including B2B, B2C, digital services, and omnichannel experiences while addressing data collection techniques, stakeholder alignment, and cross-functional collaboration throughout the process. Include real-world applications for improving customer satisfaction, identifying optimization opportunities, and driving business growth alongside common mapping mistakes and validation approaches. Maintain a practical, actionable tone throughout while providing frameworks and tools that teams can immediately apply, ensuring readers gain both strategic understanding of customer-centric thinking and hands-on skills for creating impactful journey maps that drive meaningful business improvements.

FROM THE BOOKSHELF

To do this week: Here’s yet another wonder of the world which isn’t spoken of much. Find out more about the ever-growing permafrost crater in Russia.

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Stay Informed, Stay Ahead!

About the author: abhinavchetan.com

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