The Triangle Offense CX Framework: Addressing Specific CX Strategy Challenges
Without the Triangle Offense framework and the key CX documentation it provides. Executives and senior leaders are frequently faced with the challenge of navigating through these common issues:
Problems afflicting the CX strategy creation and execution
- Relying on consulting agencies that produce generic and biased CX documents, which don't accurately reflect your customers' experiences
- Dealing with CX documents that provide either too little or too much information, resulting in decision paralysis for the executive team
- Encountering an excessive number of CX documents that present disjointed aspects of the customer journey, hindering investing in innovation and only allowing for minor improvements
- Struggling with conflicting CX documents from UX and Customer Insights teams, which creates confusion and obscures the overall customer journey
- Operating with no effective CX documentation and resorting to user research reports patching together a CX strategy
These issues can lead to the following consequences
- Way too many CX objectives due to poor customer understanding
- CX strategy objectives are released with an overwhelming amount of information (Bias: We have it all figured out because we wrote so much)
- CX strategy objectives are being communicated without sufficient information (Over estimating tactical execution and hoping the tactical teams will conduct two discovery sprints, and we'll know everything we need soon after that)
- Inability to confidently plan beyond the current quarter, which prevents the executive team from making long-term investments to position the business for future success
These factors diminish the ROI of your CX strategy
- Low ROI as the organization focuses solely on incremental improvements to the customer journey
- Missed opportunities for innovative business initiatives that could yield high ROI due to a lack of understanding and confident planning
- Unclear ROI as business opportunities take years to come to fruition because the teams are tackling way too many objectives at once
The Triangle Offense framework equips the executive team with these crucial CX documents
- Omnichannel customer journey map (tailored to specific customer segments)
- Opportunity backlog (linked to the customer journey map)
- Executive Audience Map (showcasing highlighted opportunities from the backlog)
- Opportunity Pipeline (a process consisting of workshops and decision-making meetings)
- Opportunity Portfolio (illustrating the opportunities as various investment types)
Summary
Corporations are similar to the militaries of the world. Both must gather human intelligence (HUMINT) and Signals intelligence (SIGINT). The ability to collect information requires a methodology, processes, and a way to assess it at scale. The minute a corporation starts making decisions without accurate and reliable HUMINT and SIGINT, it's only a matter of time before ROI is impacted.
The Triangle Offense framework can collect customer information and feedback due to the rigorous approach to how CX artifacts are created, maintained, and used by the executive and tactical org layers of a corporation.
Gathering customer information and parsing through it to make the right investment decisions will be easier with the Triangle Offense Framework.
Written by Leo Vroegindewey, B2B CX Consultant
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