Colin Burns's presentation from #DigitalCrossroads 2016

1. 1 © 2016 Sprinklr, Inc. All rights reserved.
The Way to Digital Customer First
Colin Burns // @clnbrns

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Colin Burns
Group Director, Customer Success
@clnbrns
Family, football, food

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#digitalcrossroads

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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.

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M O R E T H A N
1000E N T E R P R I S E
B R A N D S
W 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

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What are we talking about?

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“I really dislike
your service.”
- me

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

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“What service do
you have?” -
them

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Digital has created
connectivity for consumers,
but disconnection for brands.

12. ImperativeThe Customer-First

13. prioritizes the needs and desires
A Customer-First organization
of customers above everything else

14. Because people are connected
Why?
They demand we engage with them
and empowered.
on their terms.

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330
million

16. This is my turf.
I’m in charge

17. But how do you get there?
Customer-First is where you want to be…

18. Alignment.
The challenge:
Speed.
Value.

19. © 2016 Sprinklr, Inc. All rights reserved.19
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

20. 8% of customers believe they
receive “superior experiences.”
20 Source: Bain and Company
80% of companies believe they
deliver “superior experiences.”

21. 21 © 2016 Sprinklr, Inc. All rights reserved.

23. © 2016 Sprinklr, Inc. All rights reserved.23
+$900

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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

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Big Opportunity

27. YOU are driving a BIG agenda
Alignment; Acceleration; Value

28. Today, only a few get it.

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30. Most are just getting started.

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32. But the commitment to transform is happening now.

33. Digital

34. Digital
More 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.

35. Customer-First

36. Customer-First
A way of doing business that prioritizes serving
customers over everything else.

37. Transformation

38. analog digital
brand-centric customer-first
transaction engagement

39. me?How does this apply to

40. organize everything you do
to engage directly with customers…

41. Planning
Listening
Distributing
Creating
Publishing
Engaging
Benchmarking
Analyzing
Governing
Advertising
Reporting
Segmenting
Targeting
Amplifying
Securing
Automating
Integrating
Activating
Complying
Business Initiatives

42. plan and execute strategies
Make customer-facing teams
faster, and in unison…

43. Marketing
Customer Care
Advertising
Sales
Commerce
Human Resources
Public Relations
Corporate Communications
Product Development
Front Office Functions
Research

44. how engaging directly with customers
Demonstrate
drives strategic business value

45. Making Money
Saving Money
Reducing Risk
Strategic Value Drivers

46. a wayThere is

47. what does Customer-First
look like for your company?

48. on your journey today
And see where you are

49. Current State
Customer-First

50. next?Map what you need to do

51. Current State
Customer-First
Optimized
Integrated

52. unite everyone
And, in the process,
to that common vision?

53. moves faster, together?
So that the whole company

54. © 2016 Sprinklr, Inc. All rights reserved.54
GO@clnbrns | cburns@sprinklr.com