The way to digital customer first - Colin Burns - Sprinklr

1 © 2016 Sprinklr, Inc. All rights reserved.

The Way to Digital Customer First

Colin Burns // @clnbrns

© 2016 Sprinklr, Inc. All rights reserved. 2

Colin Burns

Group Director, Customer Success

@clnbrns

Family, football, food


#digitalcrossroads


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.


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


What are we talking about?


“I really dislike your service.” - me


“I have a question about my service.” - me


“What service do you have?” -them


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.


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.


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.”


+$900


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


Big Opportunity

YOU are driving a BIG agenda

Alignment; Acceleration; Value

Today, only a few get it.

Most are just getting started.

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


GO@clnbrns | [email protected]

The way to digital customer first - Colin Burns - Sprinklr

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