Sprinklr Executive Interview
Ken Madrigal, Senior Director, Sprinklr
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In an interview with Sheri Greenhaus, Ken Madrigal, Senior
Director at Sprinklr, discussed the unique capabilities of their customer
experience management platform. Ken emphasized the platform's ability to break
down departmental silos and provide a unified and personalized customer
experience. He also highlighted the integration of AI technology and the
platform's role in improving agent efficiency and providing actionable
Sheri Greenhaus: Can you provide an overview of Sprinklr.
Ken Madrigal: Sprinklr is a customer experience management
platform. It covers all touchpoints where customers interact with a brand, from
research and marketing, to care and service, and even measuring the overall
experience. One unique aspect is that it unifies all these areas under one
framework, breaking down the silos that typically exist. This allows
departments to work together and provide a more personalized and cohesive
experience for customers. Additionally, we can measure different target markets
in a more tailored way, instead of using a one-size-fits-all approach.
Sheri Greenhaus: How did you come to Sprinklr?
Ken Madrigal: Before
joining Sprinklr, I was actually a client of theirs when I worked at Verizon.
Sprinklr's platform is truly unique, and it made a lot of sense to extend its
successes to other clients.
Sheri Greenhaus: Were you responsible for directing the
digital transformation at Verizon?
Ken Madrigal: Yes, previously I was a consultant and this
was like consulting work where I helped put everything in place. I brought in
the platform and implemented it across the enterprise. The VP of digital
transformation asked me to run the strategy. I started with the file strategy
for chat community, social, and then focused on care and eventually mobile
through organizational changes.
Sheri Greenhaus: Sprinklr can follow the customer starting
with initial point of their journey following all the way through the life of
the customer. If a customer buys a product through an influencer program, does
your system track and tag that customer's journey from the lead source to the
Ken Madrigal: Yes, our system does track and connect those
journey points. Instead of separate systems, our platform integrates marketing
and care, so the same customer can be serviced seamlessly. With our omnichannel
approach, we treat all customer interactions as one threaded conversation,
unlike the multi-channel approach where you try to integrate multiple channels
through separate systems.
Sheri Greenhaus: How do you bring together technologies that
were not originally designed to work seamlessly?
Ken Madrigal: It's a challenge to integrate technologies
that were not initially meant to work together. Many departments have their own
agendas and priorities, so they don't always align. Our platform aims to break
down these silos and create a more holistic system. We work with leadership and
technology teams in various industries to align their goals and provide a
unified customer experience. The key is to have an operating model that allows
marketing and care to operate together and notify each other of upcoming
Sheri Greenhaus: Who is your typical target within an
Ken Madrigal: It varies depending on the industry and the
level of maturity in terms of customer experience. We target leadership and
technology teams who are looking to manage costs and consolidate different
departments. Our platform enables a holistic approach to customer experience,
but if a company is focused on digital only, then the target might be more
Sheri Greenhaus: What are the first steps when a company
contracts with Sprinklr?
Ken Madrigal: While it's not turnkey, we strive to make the
process as easy as possible. Our system already has many vertical use cases
built into it, which serve as a practical baseline for different industries. We
work with stakeholders to customize and craft the system based on their
specific needs. The complexity and level of personalization depend on the type
of experience they want to deliver to their customers.
If there is an exceptional pain point associated with a
specific system, our extensive experience and track record of working with
scaled clients in large enterprises enable us to orchestrate a transformative
solution. By decoupling the system and establishing a unified approach across
channels, we address the challenge comprehensively.
Conversely, for companies in the early stages of exploring
possibilities and understanding capabilities, we offer a practical solution
leveraging AI. By harnessing the power of AI, we facilitate insights that can
profoundly impact various aspects of the business, be it marketing, customer
care, or research. We possess the necessary scalability to support such
Sheri Greenhaus: Is there anything else our audience should
know about Sprinklr?
Ken Madrigal: Yes, a couple of key points. Firstly, when you
work with Sprinklr, you're not just getting a technology solution, but a
strategic partner that helps navigate the roadmap and change management. We
look at the entire customer journey, upstream and downstream, across different
departments, to ensure you have a holistic view. Our platform also focuses on
making life easier for agents by consolidating systems and providing the right
tools for their development. Additionally, we offer AI-powered insights that
enable objective scoring and real-time understanding of the customer
experience, helping supervisors and agents improve their performance. By
categorizing and learning from both successful and challenging experiences, we
elevate the quality of the entire organization.