An Intellyx BrainCandy Brief
The modern customer is now in control. They expect transparency and immediacy and will punish those organizations that cannot deliver on those expectations. This new reality poses a significant risk and challenge for most enterprises. The rampant silos within the customer-facing elements of most organizations (often called the front-office) mean that they are unable to speak with one voice across channels, markets, and business units. In many cases, organizations are not even coordinating advertising and marketing activities. The result of this disconnectedness is unsurprising: a disjointed customer experience.
The winners in this new era, however, will be those organizations that can breakdown their silos and overcome this disjointedness to create true customer-centricity throughout the customer journey. Sprinklr has created what it calls a “unified front-office platform for modern channels” to solve this problem. The platform enables an organization’s front office to manage customer interactions and engagements across twenty-three social channels and ten messaging channels, along with inbound email and chat communications. It also integrates with CRM, customer service, and call center platforms to bridge the gaps between the otherwise disconnected customer engagement platforms typically used within an enterprise organization.
The key to achieving this customer-centricity, according to the company, is shared context. Its platform is continually creating profiles of customers and potential customers and then integrates that data horizontally across all customer-facing functions to ensure that an organization communicates with a single voice — and then enables them to use that data to create highly personalized experiences. It further leverages various forms of artificial intelligence (AI) to derive insights and create intelligent automations from this data. As the company sees it, most organizations have now recognized the challenge and want to address it. Doing so, however, will require not only leadership will and cultural change, but also an enabling technology that will allow an organization to overcome its own inertia and enable collaboration that shares a common view of the customer and transformative initiatives, but within a common infrastructure and governance model. The company believes it delivers just that enabling technology.
©2019 Intellyx LLC. Intellyx advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. At the time of this writing, none of the organizations mentioned in this article are Intellyx customers. To be considered for a Brain Candy article, email us at pr@intellyx.com.
