Maximize your CX potential through ICE Strategy (Intent, Content & Extent)
Written by Dadheech Girish
Customer experience has taken a quantum leap in recent years, though most of its momentum is due to disruptive innovation remaining can be attributed to increased competition in a widely de-regularized market.
Today’s CX tools can not only create awesome visualizations to bind and grind the customer to the last penny but are embedded with state-of-the-art KPIs/KQIs measured and monitored for customer insights that ignite boardrooms. Believe it or not, none of these keys (KQIs & KPIs) would unlock a thing for your customer if you lack a coherent CX strategy.
…none of these keys (KQIs & KPIs) would unlock a thing for your customer if you lack a coherent CX strategy…
And when I say coherent CX strategy, it is just not to have the best gizmos and bunch of data scientists from the market, but to inherently simplify the rationale behind CX vision (intent), fueled by right methodologies (content) to implement the rationale, and finally those extra miles you’d cover to optimize the delivery (extent) the CX vision.
ICE strategy (Intent, Content & Extent), defines the tangible outcome your customer will experience in the real world, hence to deliver a committed vision to your customers it is of utmost important to have the intent, content & extent aligned. In simple words, walk the talk.
Intent: A mission for your customer centric organization, detailing what and why you want to achieve the mission, in holistic way, the underlining reasoning on why you want to achieve the expected CX levels will be termed your strategic intent. Having it crystal clear among all sections of your organization would avoid disappointment on your CX scores and prevent business from eventually losing the customer forever. Your customer may or may not know the strategy but bold and clear intentions will only take you to the defining moments.
Content: Armed with a mission from board-room, all eyes converge those ideas into actions defined in multiple workflows. A realistic set of tools for data gathering and crunching topped by data scientists to add that human touch to create customer insights and behaviors, to allow us to understand customer demographics and expectations.
How well you target your segmented customers? What price range customer is expecting for? How much time your customer spend on product reviews? What is his replacement rate? What is his/her payment history? Are you bombarding your customers with irrelevant products?, Does your customer often lean on discounted products? etc.This sneak preview into customer thought process will further motivate the vision to be implemented.
So far so good and most of us get here pretty comfortably, thanks to those robust set of algorithms built to tempt our eyes to the world of visualization through customer journey.
..customers would forget what you’ve said but would never forget how you’ve made them feel…
Extent: The most crucial phase of achieving your mission, very well misunderstood or not well driven. Possessing all those meaningful pointers on searches, usage, purchases, repayments and other historical patterns, How well you re-integrate the intelligence with all relevant sections of your organization and just not sales & marketing? Do you try to identify a customer in every individual?
The answer is, Engage your customers using predictive analytics and try to find the unique individual in every customer instead of soliciting a customer in every individual, align expectations through engagements to improve their journey and your CX scores turning every customer is your brand ambassador.
…try to find the unique individual in every customer instead of soliciting a customer in every individual…
How often you get repeated messages/mailers for renewal or payment reminders despite paying them on/before time? And to add insult there is an obnoxious line “Please ignore if you have already paid”, that clearly shows the missing intent or grossly misused extent of your CX strategy.
My parting thought, customers would forget what you’ve said but would never forget how you’ve made them feel, So make the most of this ICE strategy to delight your customer.
With over a decade worth of experience in mobile data in European & Asia Pacific markets, and once co-founder of tech consulting start up, Dadheech’s primary role is to harness Business Intelligence, Data Analytics & Customer Experience derived out of digital world in varied ways, be it for multiple causes from social to financial. He is currently a CTO with Astellia Inde, whereas Astellia is leading provider of subscriber intelligence enabling mobile operators to drive business performance and customer experience to its worldwide customers.