1 © 2016 Sprinklr, Inc. All rights reserved.
The Way to Digital Customer First
Colin Burns // @clnbrns
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Colin Burns
Group Director, Customer Success
@clnbrns
Family, football, food
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#digitalcrossroads
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Who the heck is Sprinklr?
Sprinklr is the most complete social media management platform for the enterprise.
We help the world’s largest brands do marketing, advertising, care, sales, research, and commerce on Facebook, Twitter, LinkedIn, and more than 23 other social channels globally - all on one integrated platform.
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M O R E T H A N
1 0 0 0E N T E R P R I S EB R A N D SW O R L D W I D E
SIX OF THE TOP 11 U.S. BANKS
THREE OF THE TOP 8 HOTEL CHAINS
11 OF THE TOP 42 RETAILERS
11 OF THE TOP 32 TECH TITANS
FIVE OF THE TOP 20 CPG BRANDS
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What are we talking about?
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“I really dislike your service.” - me
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“I have a question about my service.” - me
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“What service do you have?” -them
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Digital has created connectivity for consumers, but disconnection for brands.
ImperativeThe Customer-First
prioritizes the needs and desires
A Customer-First organization
of customers above everything else
Because people are connected
Why?
They demand we engage with them
and empowered.
on their terms.
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330million
This is my turf.
I’m in charge
But how do you get there?
Customer-First is where you want to be…
Alignment.
The challenge:
Speed.
Value.
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BU = # of business units, brands, operating companies
FN = # front office functions in each one
CH = # of channels (social + digital + offline)
GEO = # of geographies
TP = # of touchpoints where experiences need to be managed
BU x FN x CH x GEO = TP
8% of customers believe they
receive “superior experiences.”
20 Source: Bain and Company
80% of companies believe they
deliver “superior experiences.”
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+$900
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Retail of the past
Mervyn’s
Foley’s
K-Mart
CompUSA
Computer City
Best Buy
Montgomery Ward
Sports Authority
Aeropostale
Ralph Lauren
Oshman's
Gadzooks
Harold’s
Borders Books
Bombay
Levitz
The Room Store
Blockbuster
Tower Records
Marshall Fields
Hess’s
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Big Opportunity
YOU are driving a BIG agenda
Alignment; Acceleration; Value
Today, only a few get it.
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Most are just getting started.
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But the commitment to transform is happening now.
Digital
DigitalMore than just screens, clicks, or channels, digital is a way of thinking and doing business -- always-on, real-time, one-to-one, responsive, inventive,
and innovative.
Customer-First
Customer-First
A way of doing business that prioritizes serving customers over everything else.
Transformation
analog digital
brand-centric customer-first
transaction engagement
me?How does this apply to
organize everything you do
to engage directly with customers…
Planning
Listening
Distributing
Creating
Publishing
Engaging
Benchmarking
Analyzing
Governing
Advertising
Reporting
Segmenting
Targeting
Amplifying
Securing
Automating
Integrating
Activating
Complying
Business Initiatives
plan and execute strategies
Make customer-facing teams
faster, and in unison…
Marketing
Customer Care
Advertising
Sales
Commerce
Human ResourcesPublic Relations
Corporate Communications
Product Development
Front Office Functions
Research
how engaging directly with customers
Demonstrate
drives strategic business value
Making Money
Saving Money
Reducing Risk
Strategic Value Drivers
a wayThere is
what does Customer-First
look like for your company?
on your journey today
And see where you are
Current State
Customer-First
next?Map what you need to do
Current State
Customer-First
Optimized
Integrated
unite everyone
And, in the process,
to that common vision?
moves faster, together?
So that the whole company