The entire methodology on one page
Use this map as a compass: 8Cs structure what to look at, 5 Archetypes classify who decides, the Cycle describes the states, the 3 Planes sustain the operation and the 3 Gaps reveal where margin is evaporating.
The 8Cs of MCI
The eight axes every conversation must balance. They work as a diagnostic checklist and an implementation playbook.
The 5 Decision Archetypes
Every conversation carries a dominant archetype. Identifying it early shortens the cycle and protects margin.
Just looking — low intent, high curiosity.
Compares options and criteria — medium openness.
Wants to understand in depth before deciding.
Already trusts the brand — needs little to move forward.
High intent — ready to close.
The 6 Decision States
Decision States show the real moment the customer is in within the conversational cycle. In MCI, the operation does not treat every contact as an equal lead; it recognises whether the person has no active need yet, received a trigger, is exploring, comparing, buying or living the experience after the decision.
- 01. No Need
The customer has not yet perceived a pain, opportunity or clear motivation to act.
- 12. Trigger
Something activates the perception of a problem, desire, risk or opportunity.
- 23. Exploration
The customer starts looking for paths, information, references and possibilities.
- 34. Comparison
The customer compares alternatives, suppliers, criteria, risks, costs and trust.
- 45. Purchase
The customer is moving towards decision, negotiation, closing or commitment.
- 56. Experience
The customer has entered the phase of use, delivery, relationship, expansion, retention or repurchase.
The 3 Infrastructure Planes
Every MCI operation runs on three layers. Missing one is like having a car without steering, engine or dashboard.
Identity Graph, history, events, signals and operational memory — including the Context Badge. The layer that remembers.
Decision States, Archetypes, Conversation Score, pT, reset risk and next best turn. The layer that decides.
Messages, automations, agents, handoffs and proposals across WhatsApp, CRM and integrated channels. The layer that executes.
The 3 Gaps that evaporate margin
Where the methodology aims. Each gap has a metric (IAm, pT, Conversation Score) and a matching action.
The 3 metrics that matter
MCI replaces vanity with signal. These three metrics talk to each other and predict revenue.
How much your operation forgets between channels. Lowering IAm is the gateway into MCI.
The real temperature of the conversation now — not a historical lead score.
Cycle health. Combines IAm, pT, context and archetype into a single number.
You've got the map. Where do you want to start?
Each block of the map has a matching tool. Use the diagnosis to find which gap is draining the most margin from your operation today.