Sprinklr Executive Interview
Arun Pattabhiraman, Chief Marketing Officer, Sprinklr
Sheri Greenhaus, Managing Partner, CrmXchange, conducted a Q&A with Sprinklr's Chief Marketing Officer, Arun Pattabhiraman, to discuss their customer experience managment platform.
What does Sprinklr do and what is your role at
Sprinklr is a provider of enterprise software
for customer experience management. With advanced AI, Sprinklr's unified
customer experience management (Unified-CXM) platform helps companies manage
marketing, advertising, research, customer care, sales and social engagement
across 30+ channels. Sprinklr provides a unified view of everything your
customers are saying publicly on these channels — and the real-time AI
capabilities to turn that data into actionable insights.
As far as my role goes – I’m thrilled to be the
new Chief Marketing Officer at Sprinklr at a crucial juncture in the
company’s journey. I joined in May to help scale Sprinklr’s marketing and grow
the brand to meet the massive opportunity and need for unified customer
Please tell our audience about Modern Care
Lite and Sprinklr Modern Care – what do these products do and who are they for?
Sprinklr Modern Care Lite
is an out-of-the-box customer support solution that is a simplified version of
Sprinklr’s enterprise-grade Modern
Care suite. The product is targeted to companies of all sizes that need to
quickly centralize service for multiple social media, messaging, email, and
voice channels on a simple, AI-powered dashboard. Companies can get access to
Modern Care Lite for 30 days with a free trial. After the trial ends, they can
keep their access to Sprinklr Modern Care Lite's premium features with a
Sprinklr Modern Care is a comprehensive
Contact Center as a service (CCaaS) that is different from traditional CCaaS
vendors in a number of ways:
1. From the very beginning, it’s been built
for digital channels like social media and messaging. With a proprietary AI
engine, Sprinklr analyzes billions of conversations across the social,
messaging, in-app, live chat, email, and voice channels. It then identifies
intent and sentiment of these conversations, and routes them to the right
customer support agent — all in real time.
2. We provide a single platform for brands to
create personalized experiences across every customer-facing department –
marketing, advertising, customer support, sales, social media engagement. All
departments can share the same Sprinklr instance with a single customer view.
For example, let’s say you buy shoes from a
well-known brand and you’re so happy about them, you post a picture on Twitter
with the comment: “I love my new shoes. They are so comfortable, but I think I
should have bought them in blue instead of black.”
If that brand is a Sprinklr customer, they
will be able to use image recognition from Sprinklr Visual
Insights (one of our AI capabilities) to find this Twitter post and define
it as engageable from a brand perspective. Marketing, social media engagement,
sales, and customer support teams would all be able to see this post in one
Is the message engageable from an advertising
perspective? Can the information be used if the customer visits their digital
store? Should we proactively reach out to the customer on Twitter and ask if
they’d be interested in a free exchange with a blue pair of the same sneakers?
Nobody else can do this right now – truly
enabling all customer-facing teams to collaborate on the same Sprinklr instance
to answer these questions and respond to the customer appropriately.
What customer support problems does Sprinklr
Modern Care solve?
To answer this question, let me start from the
perspective of today’s customer. And this is not valid for just millennials,
it’s valid for almost every customer worldwide for most businesses: every
customer journey starts digital and this is true for customer support as well.
We have seen during the last few years – a
major shift on what customers expect in terms of customer support. And volume
has not decreased. On the contrary, it has increased dramatically.
As inbound volumes continue to explode across
digital channels, organizations face pressure to effectively listen to
customers, understand them, and take action no matter where they get a customer
support request. Customers expect instant resolutions to their questions, and
have zero tolerance for businesses that make solving problems difficult. At the
same time, the need to drive efficiency among agents working remotely is at an
all time high. Agents need to boost their productivity but are challenged with
the volume of messages they receive and an inability to sift through messages
to find high-priority support issues.
Sprinklr Modern Care solves customer support
issues before they escalate, reduces costs, and boosts agent productivity.
How is the technology able to listen across
different social media channels in order to route issues for quick response?
From the very beginning, Sprinklr was designed
to handle a massive scale of unstructured data -- all the conversations and
comments people make on social media and messaging platforms. Sprinklr is
channel agnostic – it can easily connect to an endless number of social media
and messaging channels and works the same on every channel. This is critical
for helping companies cope with new channels and explosions of customer
messages without having to exponentially increase costs to deal with customer
Sprinklr Intuition (our AI engine) includes
industry-specific AI models that span 75+ languages across 150 countries to
process petabytes of unstructured text, audio, video, image, metrics, and time
series data. Sprinklr Intuition analyzes the data to filter out irrelevant
messages, predict sentiments, and deliver actionable insights. For example,
Sprinklr helps brands like Microsoft separate the statement “I have a question
about Windows 11” from “I have a question about the windows in my house.”
How is your solution able to assist in first
First contact means self-service customer care
for us. If customers do not find a good answer, then they will probably reach
out on a digital channel or call customer support.
Sprinklr’s AI and self-service capabilities
make first contact resolution simple. Sprinklr’s self-service technologies such
as bots on Facebook Messenger and Sprinklr Modern Care’s advanced Community
management software helps customers find answers to FAQs on their own. For
is helping the World Health Organization (WHO) deliver accurate information
on COVID-19 by making the WHO Health Alert interactive service available on
Messenger from Facebook.
What should companies consider changing if
they have a high amount of customer churn?
There could be millions of reasons why a
customer churns. It could be because the product support is not as good as
customers expect. It could be because the product support is too expensive. Or,
it could be because the brand’s products are not what the customer expected.
The list is endless.
To tackle churn, businesses need to have a
holistic view of the customer’s experience. If marketing, social, advertising,
sales, and customer service departments use different solutions and all
customer data is siloed, then businesses cannot act intelligently.
A unified customer support approach is the
only valid solution to address today’s customer churn challenges.
What should they be changing if there is high
When we look at brands providing great support
that makes customers happier, they have one thing in common: they have invested
in people both on the business side as well as on the technical side. They take
social customer support seriously and resource it appropriately.
Clearly define training resources, SLA's and
agent expectations. Additionally, using chatbots to handle routine issues can
help alleviate agent volume and pressure to respond to all messages, while AI
prompts such as Sprinklr’s Smart Response Recommendations help agents deliver
the best responses for each conversation.
Anything else to add?
Sprinklr believes that in three key principles
that influence and shape the way we think of customer support:
The best care experience is when your
customers don’t need any customer support. A great example is product teams
using insights to identify product issues and predict when the issue will cause
a call volume spike in their contact center. Send out proactive WhatsApp
messages, telling them you have a fix for the product and include a step by
step workflow on how to solve the problem themselves. This prevents the
alternative – where 3 weeks later the call center is inundated with unhappy
The second best experience is when customers
can help themselves. We all do it, when we have a problem we search for an
answer. SEO optimized knowledge base or search results pointing to a community
where peers and others offer advice is super critical for a care organization
to reduce costs.
The final experience is when agents are
empowered to solve issues in the first customer interaction. To achieve this
goal, you need to ensure that agents have a single screen where they get the
complete context of the customer conversation. Any action they have to take in
external systems should be codified in the same screen using guided workflows,
so that they don’t have to go to multiple systems.