Modern businesses

Modern businesses are recognizing that social media are not simply channels for communicating with customers. Rather, they are the
foundation for how customers perceive companies’ brands. Because social media are so diverse and complex, managing the customer
experience has become much more complicated than it used to be.
In a social media world, the job of marketing is no longer simply to drive purchases. Rather, marketing must also create brand
enthusiasts. The marketing department must now take ownership of the customer experience, which encompasses all of the
interactions between customers and an organization throughout their business relationship. As a result, marketing managers are
becoming advocates of corporate digital transformation, to ensure that their companies use technology to engage and satisfy
customers.
Sprinklr’s (www.sprinklr.com) platform helps enterprises to manage the consumer experience at every interaction. That is, Sprinklr has
the ability to administer the complete customer experience in the era of the connected consumer. The company provides social media
marketing, social media monitoring, social advertising, content management, collaboration, and advocacy for large companies.
Specifically, Sprinklr helps organizations manage paid media, owned media, and earned media for large enterprises.
• Paid media serve as a method for promoting content and driving exposure. For example, social media platforms such as
Twitter, Facebook, LinkedIn, and Pinterest offer advertising options that organizations leverage to increase their exposure to
consumers. Paid media include social media ads, pay-per-click, display ads, retargeting, paid influencers, and paid content promotion.
• Owned media refers to content that organizations control. The primary goal of this content is to continue providing value
to prospective customers. Owned media encompass organizational websites, mobile sites, blog sites, and social media channels.
• Earned media refers to media exposure that organizations have gained through word-of-mouth. Organizations can earn
media by receiving press mentions, positive reviews, reposts, mentions, shares, and recommendations.
Sprinklr was founded as a social media management company in 2009 and by 2017 it had evolved into the first unified customer
experience management (CXM) platform for organizations. The reason for this development is that organizations must control the shift
from a unidirectional brand message (company to customers) to a collective conversation on social media. The CXM process requires a
company to reorganize in order to put customers at the centre of its mission and then build systems around that idea.
Sprinklr has over 1,500 employees in 75 countries. Sprinklr’s core platform does not just manage social media. Rather, it encompasses
all customer touchpoints. Sprinklr began to provide functionality for each major customer-facing department, and it integrated that
functionality with existing legacy systems across marketing, advertising, research, electronic and mobile commerce, and customer care
(coined “MARCC”). Using social media as a central processing point, Sprinklr consolidates all of these functions into what the firm calls
the Experience Cloud. Sprinklr contends that it can offer a record of each customer’s experience with a brand as well as the ability to
act on that record in real time.
Brands such as Nike, Verizon, McDonald’s, Starwood, Forbes, Samsung, Cisco, SAP, Target, and Virgin America (among many others) are
becoming increasingly sophisticated in how they want to publish and monitor their reputations on Facebook, Twitter, Instagram,
Pinterest, and other social media outlets. On their side, social platforms are becoming more knowledgeable about working with
brands. Let’s examine how several companies are using Sprinklr:
• McDonald’s uses Sprinklr to build profiles of social accounts so that it can recognize loyal fans and respond appropriately.
McDonald’s also wants to recognize and address unhappy customers.
• Nasdaq used Sprinklr the morning after Match.com’s initial public offering (IPO) to document that moment on Nasdaq’s
Facebook, Twitter, and Instagram accounts simultaneously Nasdaq prefers Sprinklr because Sprinklr maintains an audit trail of each
social media post for securities regulators.
• Schneider Electric moved its business to Sprinklr from Salesforce because Sprinklr proved itself to be more flexible.
Specifically, Sprinklr had Schneider up and running on WeChat, a hugely influential social network in China, in a matter of weeks.
• Starwood uses Sprinklr to manage its more than 3,000 social media accounts across all of its hotel brands largely because
of the reporting and analytics features that Sprinklr added at Starwood’s request.