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Tuesday, October 20, 2020

Sprinklr: A Customer Experience Management Platform that Helps Brands Engage with Clients on Any Modern Channel

Sprinklr Offers Modern Customer Experience Management

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Matt Walker
By: Matt Walker
Updated: October 19, 2020

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In a Nutshell: Customer satisfaction remains an essential part of nearly any business’s success. But evolving technology and modes of communication have changed how brands should approach customer satisfaction. Sprinklr is a modern customer experience management platform designed to meet today’s consumers on the channels they prefer. The platform offers five main products addressing marketing, advertising, research, care, and engagement. Sprinklr claims nine out of the world’s 10 most valuable brands as customers.

Satisfied customers are essential to the success of just about any business imaginable, particularly in more competitive sectors.

And in 2020, gaining and keeping satisfied customers means doing a lot more than producing a Mad Men-style ad campaign and conducting periodic customer satisfaction surveys.

It means knowing where your customers are and meeting them on their preferred channels. It also means maintaining an ongoing relationship throughout the life cycle of the customer. Ultimately, it means being able to tap into the right resources for knowledge, experience, and modern tools to get the job done.

Sprinklr Logo

And that’s where Sprinklr comes in. Sprinklr is a comprehensive modern customer experience management (CXM) platform that helps brands make their customers happier.

“With Sprinklr, you can connect with customers on the modern channels they choose and coordinate your interactions across marketing, advertising, research, care, and engagement teams to deliver the best customer experience your brand has to offer,” according to the company.

At the core of Sprinklr’s philosophy is the understanding that the world has moved to modern channels so it’s important for brands and organizations to adopt those same channels to reach the modern consumer.

This can be particularly challenging in the world of finance, where technology has evolved rapidly, but long-standing infrastructure can prevent many institutions from fully embracing the modern world. The good news is that financial services just happen to be among the industries Sprinklr focuses its efforts on.

We recently sat down with Paul Herman, the Vice President of Product Marketing at Sprinklr, to discuss the technology behind Sprinklr, the platform’s main areas of focus, and, last but not least, getting results for clients.

Brands are Able to Meet Customers on their Preferred Channels, Including Social Media and Text

Sprinklr was conceived and launched a decade ago in Founder and CEO Ragy Thomas’ spare bedroom. Cisco, Dell, Nike, and Microsoft were all early adopters of the innovative platform and remain Sprinklr clients to this day.

Ever since those early days, unification has been key to Sprinklr.

Paul Herman

Paul Herman is Sprinklr’s Vice President of Marketing.

“When we look at the way the platform was created, going back 10 years or so, we’ve always approached it from a single architecture perspective,” Herman told us. “We didn’t buy a bunch of companies and then use software to try to connect them.”

Nor did Sprinklr acquire companies and operate them as individual entities under the Sprinklr umbrella.

“When we did acquisitions, we literally broke it all down and rebuilt it on a single, cohesive platform,” he said. “So the customer experience is built around data and putting the customer at the center of your organization requires you to think very differently around customer data.”

Millennials and Generation Z make up more than half of the world’s population, according to Sprinklr, and they aren’t picking up the phone to connect with brands. Modern consumers prefer web chats and social media over more traditional communication channels, according to the company.

This is because modern communication channels have created a connected customer who demands instant engagement, personalized advertising, and proactive care, which requires a truly unified view of customers and their brand interactions.

“Sprinklr’s revolutionary Unified Front Office enables your organization to make your customers happier because, for the first time, you can connect with them on the modern channels of their choice, and with a unified view of their interactions across marketing, advertising, research, care, and engagement,” according to the website.

Customer Experience Management Means Listening in Real Time

“Unfortunately, customer experience has become a bit of a buzzword,” Herman said. “But I’d like to paint a picture of clarity. We really see customer experience management — CXM — as focusing on listening to, learning from, and engaging with brands across modern channels.”

A CXM profile of a customer is dynamic, because it involves real-time, public data, Herman continued. It shows you how a customer’s sentiment — what they had for breakfast, where they like to shop — at that moment. Because it’s so dynamic, it can be more valuable than a static CRM database or survey, he explained.

Sprinklr Tools Photo

Sprinklr’s listening capabilities help brands understand what people are publicly saying across channels, in multiple languages. In this image, Sprinklr Display visualizes listening data from around the world.

The Sprinklr platform is composed of five core products working together or on their own: Modern Marketing, Modern Advertising, Modern Research, Modern Care, and Modern Engagement, according to the company.

And it’s all deployed on a global scale using the company’s artificial intelligence-based infrastructure.

Its modern marketing and advertising components help clients increase ROI, save time, and manage brand risk. Meanwhile, its modern approach to research improves products and services
by leveraging actionable insights derived from real-time voices of customers using AI.

Sprinklr also makes onboarding simple for clients and provides in-depth resources to get them up and running and helps them continue to gain value from the platform.

“SprinklrU Learning Services supports our clients throughout their Sprinklr journey by providing educational offerings designed to help you realize the full value of the Sprinklr solution,” according to the website. “We offer a range of product subjects and delivery mediums that enable us to customize the learning experience to meet your unique needs and budget.”

Partnering with Some of the Best-Known Brands in the World to Produce Results

Sprinklr pays for itself by generating millions of dollars of value for its customers, according to the company. The Sprinklr website illustrates this through an array of primary use cases showing how it delivers business outcomes for brands.

In fact, nine out of 10 of the world’s most valuable brands use the innovative platform.

One recent success story from the world of financial services is that of Santander U.K., a financial services company with 20,000 employees and 14 million customers.

The institution sought to deliver its style of simple, fair, and personal banking services using social media as the foundation for its customer experience. This included the goals of “Empowering the social team to drive and orchestrate customer experiences” and “Finding the right technology partner to enable customer-first transformation.”


Sprinklr was able to provide Santander the safety and compliance it needed as a financial institution, and it had the robust workflows necessary to facilitate seamless cross-team collaboration. Most importantly, according to Sprinklr, the platform gave Santander a holistic view of its 14 million customers.

“Sprinklr gives us a single view of our customers. It helps us understand what our customers are saying, not only on social but across the web. These insights reveal where we need to focus our resources, to make sure we can be there for our customers when they need help.” — Andy Freeman, Head of Social Media and Digital, Santander

Elsewhere in the financial world, Sprinklr’s Modern Advertising product was proven to double efficiency in comparison with a native platform social media ads manager.

Sprinklr’s modern approach to the customer experience is proven to save companies time and money while boosting their reputation among consumers. And with well-known global brands like Nike and Microsoft as long-time customers, the platform’s ability to produce results speaks for itself.