care is the new marketing

1 © 2017 Sprinklr. All rights reserved 1 © 2017 Sprinklr. All rights reserved.

is the new marketingCare

2 © 2017 Sprinklr. All rights reserved

Paul HermanVice President, Product &

Solutions Enablement

in/paulherman

3 © 2017 Sprinklr. All rights reserved 3

12 : 1“It takes 12 positive experiences to make up for

one unresolved negative experience” - Ruby Newell-Legner, Understanding Customers


“…of buying experiences are based on

how customers feel they are being treated” - McKinsey


how customers feel they are being treated” McKinsey

“Of the people you fail, you will lose 65%

of their potential revenue within the next year ” - SDL


5% : 75%“A 5% increase in customer retention can

increase

a company’s profitability by 75%” - Bain & Co


marketing is conversations

reach engage listen


aremarketing is conversationsdigital

reach engage listenmeet youget to

know you

hear what you

have to say


meet youget to

know you

hear what you

have to say

areconversations digitalenables experiences

across channels,

departments, paid

owned & earned

in engagement,

commerce &

care

through insights

enabling

hyper-personal

interactions


marketing care

commerceresearchadvertising

business units

markets

brand

YESTERDAY: BRANDS OWNED CONVERSATIONS


brand

marketing care


business units

markets

TODAY: CUSTOMERS OWN CONVERSATIONS


brand

marketing care


business units

markets

TODAY: TOOLS FOR EVERY PROBLEM


brand

marketing care


business units

markets

silos

silos

silos

silos

NEGATIVE CONSEQUENCES

silos

silos

silossilos silos

silos

silos


fragmented

view of customer

no context

or collaboration

inconsistent

workflow

Siloed

Data

Siloed

Teams

Siloed

Tools

Impacts

revenue growth

operational cost

brand risk

NEGATIVE CONSEQUENCES


CARE

MARKETING

CONVERSATIONS

Targeting

Publishing

Engaging

Monitoring

Routing

Responding


POINT OF EXPERIENCE MANAGEMENT

SHAREBUY / GET DISCOVER PREPARE SHOP TRIAL / CONSUME

I don’t know you: RESEARCH, ADS

I know you: MARKETING

I believe you: COMMERCE

I trust you: CARE

Social:•Topics/Sentiment/

Clusters

•Audiences (Paid and

Organic)

• Influencers/Advocates/D

etractors

•CXM Profile

Social: •Engagement

Other Channels:

•Channel Preferences

1-st Party:

•Purchase History/LTV

• Interests

•Localized attributes

•…

Social: •UGC Commerce (DTC)

•Forums /Communities

Other Channels:

•Partner Ratings and Reviews

1-st Party:

• .com data

•POS data

•…

Social: •Cases/Conversations/Annotations

1-st Party:

• CRM

• …

REACH, ENGAGE AND LISTEN

GROW RELATIONSHIP


c

CRM Profile

Static

Narrow

Disconnected

Silo’ed

Limited Action-ability

CXM Profile

Dynamic

Broad

Connected

Integrated

Extensive Action-ability

Marketing Research

CareCommerceCare is the primary way to gain trust, build value and

build CXM profiles


experience is the new brand

UN-ENTERPRISE POINT OF VIEW

social is the foundation for cxm

Customers trust each

other more than brands.

what they say

matters more than

what you say

marketing

81% say friends’ posts

influence purchase decisions

2 billion people are

connected with real identities.

advertising can

be personalized

advertising

25% who see a social ad will

visit a store or website

Always-on customers share

more feedback than ever.

research can

be real-time

research

50% of Instagram users

research products & services

Bad products

can’t hide.

conversations

control commerce

commerce

87% of clicks go to

businesses with 3+ stars

How customers are treated

determines what they say.

care is the

new marketing

care

71% who had a good

experience recommend brand

Serve Them, To Know Them, To Grow Them


customer experience management platform

social cloud

marketingcloud

advertisingcloud

researchcloud

commercecloud

carecloud


Serve Know Grow

Engage with customers across digital channels,

contextualize the conversation and grow personal,

valued relationships


Influencer Marketing

Identify, build and

understand

influencer groups

Advocacy

Target and engage

communities to

amplify the brand

Content Marketing

Strategize, create,

assemble, deliver,

report across digital

content and

campaigns

Social Listening

Turn real-time

insights into actions

Social Care

Serve, know and

grow your

customers anytime,

anywhere

How we do it


1

CARE – MARKETING – CARE CYCLE

SERVE

Monitor,

route,

respond

2

NOTE

Tag,

assign,

remind

3

TARGET

Select,

1st party

and 3rd

party data

4

PLAN/PUBLISH

Create,

collaborate,

approve,

schedule,

publish

5

ENGAGE

Serve,

know,

grow


is the new marketingCare