ICE, ICE Baby: Defining “Intelligent Customer Experience”
April 12, 2013
By Melissa Pippine
If you follow Clarabridge, you’ve probably noticed our new “look and feel.” If you’re new to the company, we’ve recently unveiled a global rebranding initiative to reset the standard for the evolving and more sophisticated Customer Experience Management (CEM) industry. With our new logo, we’re returning to the concept that has inspired us since we opened our doors; a bridge. While years ago it was the bridge between structured and unstructured data, today it is that and so much more. Our bridge is infinite; it has no beginning and no end. It represents the endless possibilities organizations can achieve with intelligent CEM programs; the endless opportunities for organizations to interact with their customers; and finally the strong relationships our clients are building with their customers. Our new website and messaging align with the concept of “Intelligent Customer Experience.” This is a core competency that drives everything we do (as you’ve seen in our product and services offerings over the last year). Given our re-brand, I thought it would be beneficial to give you a deeper dive into what we mean by Intelligent Customer Experience.
Before I begin, as you have undoubtedly noticed, the acronym for “Intelligent Customer Experience” is ICE. As the Clarabridge team set out to formally define it, “ICE, ICE, Baby” became a term of endearment for our new concept. Many of us grew up with the poetic stylings of Mr. Robert Matthew Van Winkle – or as he is more commonly known, Vanilla Ice – so it was bound to happen. While he is not an official Clarabridge spokesperson, it doesn’t stop us from singing his greatest hit in the halls!
Let’s Kick It: ICE, ICE Baby
CEM has fundamentally changed the way organizations interact with their customers. While not many organizations execute CEM as well as they could or as well as they would like, I think it’s safe to say that every business at least knows it should be listening to the voice of their-Customer (VOC).
Over time, CEM has evolved as more advanced technologies have become available and the customer experience, for some, has become an enterprise-wide strategic initiative. In fact, for a few leading organizations, CEM has become just as strategic as the next product launch, partnership, or acquisition. While it used to be enough to just listen to the VOC, this is no longer the case. CEM needs to be infused into the DNA of the business.
However, with more opportunities for feedback at an ever increasing volume, it’s easy to get lost in the data; analysis paralysis as it’s known. Intelligent Customer Experience (ICE) is the sensibility to leverage proven technology and knowledge in performing smart CEM; to listen smartly, analyze feedback to find true insight, operationalize with stakeholders on the right data in real time, engage with customers and measure to understand the impact of decisions in rapid time.
Stop, Collaborate and Listen (… and Analyze, Operationalize, and Measure)
I gave you a short-and-sweet definition of ICE above, but you deserve a deeper look into what we mean by it. I will break this out further below
• Intelligent Listening: Customer-feedback data is flooding in through different sources, in different formats, and in different languages. ICE involves using intelligent sentiment and text analytics to filter out the spam to create a single, multi-channel listening post for all internal and external and text-based and structured data over multiple sources in any language.
• Intelligent Analysis: Sophisticated analytics ensure optimal identification and understanding of the most relevant and actionable insights. By fully understanding the VOC, you can then make informed and actionable business decisions based on customer feedback data.
• Intelligent Operationalizing: What you might find shocking is that in many CEM programs, insights are not shared outside of the analyst teams, rendering valuable information practically useless. With ICE, you get the right information to the right people at the right time. Routing customer feedback information to the appropriate internal stakeholders encourages cross-departmental collaboration. And because stakeholders have access to real-time customer feedback, they can facilitate real-time customer engagement and response. A stakeholder can reach out to a customer and, in the words of Vanilla Ice, say, “If there’s a problem, yo I’ll solve it” … all in real-time!
• Intelligent Measurement: Is all of this hard work worth it if you can’t show how it benefits your company? ICE includes measuring every touch point of the customer experience cycle. This is about measuring sentiment, volume, satisfaction changes, and your Return on Action (ROA) … which all ties into showing ROI.
Will it Ever Stop? Yo, I Don’t Know*
That is the deep-dive into what we refer to as “Intelligent Customer Experience.” We can say, with complete certainty, that for companies to survive and thrive, they need to look at customer experience as a strategic, differentiating initiative. Many organizations have CEM programs, but only the leading ones have intelligent CEM programs.
Our new website, messaging, and logo were not overnight changes for us. But rather, they were natural next steps in the evolution of the CEM market and the next chapter in the Clarabridge story. We have been on the path of “intelligence” for a while now, with our game changing features like root cause analysis and theme detection and the introduction of Clarabridge Engage and Clarabridge Collaborate. We live, eat and breathe ICE and it is infused into our solutions, our services, how we interact with clients and prospects, and even how we run our own business. It’s within the DNA of Clarabridge and it’s what sets us apart as the leader in the ever-growing customer experience space.
So where does your organization stand? What do you think about our definition of ICE? Will “Ice, Ice Baby” be stuck in your head for the rest of the day? How do you like our new look and feel? Let’s discuss in the comment section below.
(*Author’s Note: While I don’t have a crystal ball, I have a feeling that intelligent CEM is here to stay.)