Customer Journey Mapping
A. Chapel Hill Toffee already selling toffee in Southern Season (content, unaware of better sales/marketing solutions)
B. Chapel Hill Toffee hosting sampling events in stores across NC (tired, really busy, but happy that sampling works)
C. Southern Season approaches Chapel Hill Toffee to use Looma (sense of obligation, hopes to please retailer, trust, hopeful that solution will work)
D. Meets Cole from Looma (happy, loved Cole’s Charisma)
E. Chapel Hill Toffee trying to understand how Looma will drive sales (Confusion about service)
F. Looma helps Chapel Toffee tell their story in a first draft video (they like it, still anticipating results)
G. Chapel Hill Toffee has concerns about exposing information after watching 1st draft video (concerned, protective of company)
H. Looma listens to Chapel Hill toffee and edits the video to how Chapel Hill Toffee wanted it (Feel really good about it, sense of trust enhanced/restored)
I. Confusion about ownership of the video (Chapel Hill toffee wants to own rights)
J. Video goes out to Southern Season (Heartwarming, made me feel proud, surreal)
K. Still unsure whether Looma specifically positively drives sales and not other factors (contemplative)
L. Continued partnership with Looma because they feel good about working with him
Christy (Value for the People):
Moment Need: I want my story to be told in
the right way.
Emotional Need: Reassurance, understanding
New Attitude: Happy with results
New Behavior: Continue relationship with Looma despite uncertainty moving forward
Looma (Value for the Brand):
Issue/Opportunity? Ensure you're on the same team as client, want same results
Impact? Strengthen client relationship
KPI/Financial Objective? Encourage continued contract with Looma
Christy Graves, Chapel Hill Toffee
Chapel Hill Toffee is a family owned business run by Mark Graves (son), Christy Graves (wife), and Karen Graves (mom). It all started when Karen decided to turn her hobby of making home-made toffee into a business. Chapel Hill Toffee first appeared in retail in Southern Season and is now available in over 400 locations and an online store that ships to customers all over the country. The family business is still run in the place where it all began, “The Southern Part of Heaven.”