Digital_CustomerFirst_Transformation_System_ReferenceArchitecture

Risk / Compliance/Regulations

Management

GOVERN

ANALYZE

AUTOMATE

Third-Party

Technologies

Third-Party

Technologies

INBOUND OUTBOUND

SOCIAL SOCIAL

Sprinklr Core

Collaboration Campaign ContentCommunityConversation

System of Engagement

Reference Architecture Model

Maturity

Model

STEP 1 STEP 2 STEP 3 STEP 5

Your Journey to Digital Customer-First

See What’s Possible Deﬁne Where You Are

and What’s Next

Identify What You Need

STEP 4

Validate the Investment Decide What to Do

See the ideal state of

Customer-First

See the details across

Functions, Use

Cases, and Required

Capabilities

See the 5Cs of

Engagement and how

Sprinklr’s System

of Engagement

works

See the System

of Engagement as a

uniﬁed platform

See what’s needed

from People, Process,

and Technology

See where you are

today and what your

journey’s next stages

will look like

See how engagement

drives revenue growth,

cost reduction, and

risk mitigation in actual

ROI calculations

Operations

Model

Functional

Use Case

Model

Reference

Architecture

Model

ROI

Model

Value

Model

Capabilities

Model

THE WAY

CUSTOMER

FIRST

Step-by-Step Guide:

Step 1:

›

The Sprinklr platform is represented by everything within

the blue box.

›

The Sprinklr Core is a set of eight (8) modules illustrated along

the bottom of the visual, which are bound together

universally by Governance, Analytics, and Automation:

— Reporting

— Automation

— Mobile

— Collaboration

— Governance

— Distributed User Management

— Advanced Security

— APIs

›

Next, view the top of the RAM, which lists the same 5Cs

that are found in the Operations Model:

— Conversation

— Community

— Collaboration

— Campaign

— Content

›

Notice: we refer to the System as the Digital Front-Oﬃce

Operating System — the reasoning behind this refers

to the list of front oﬃce functions listed at the center of

the visual:

MARKETING

CUSTOMER CARE

ADVERTISING

COMMERCE

RESEARCH + ANALYTICS,

PRODUCT DEVELOPMENT

PUBIC RELATIONS

SALES

HUMAN RESOURCES

LEGAL

FINANCE

— The Sprinklr point of view is that the System — as a uniﬁed,

integrated platform — functions as an operating system for

the enterprise’s front-oﬃce.

— The universal collaboration engine connects the voice of

the customer (e.g., all of the unscripted, unstructured

conversations that indicate customer intent, sentiment,

proﬁle information, and other behavioral cues) directly into

the workﬂow every customer-facing team needs to use to

manage every touchpoint and create great experiences.

Step 2:

›

Review each of the modules that support each of the 5Cs

listed across the top of the model.

Then, trace how they connect:

— To core modules at the bottom of the visual; through dark,

bold-weight line connectors and arrowheads.

— To other modules within the System; through medi-

um-weight line connectors and open arrowheads.

— To external, third-party systems outside the System; through

thin-weight line connectors and narrow arrowheads.

Step 3:

Understanding the Value of an Integrated

System vs. Multiple Point Solutions

›

By tracing how individual modules within the System connect

to each other, you can build the story of how Sprinklr is

diﬀerent — we are an integrated, System of Engagement with

all key functions of social media management built oﬀ the

same code base.

›

Here are some interesting use cases to show and tell to clients.

Find the Ratings + Reviews and Engagement modules:

— If the client only has one or the other, they won’t be able to

eﬀectively understand what people are saying about their

brand, products, or services holistically AND be able to respond

appropriately — you need both modules to do this.

— If Ratings + Reviews is not native to the code base of

Engagement, response, research, insights, marketing, care,

and other key teams will need multiple integrations —

which is time consuming and costly — to link customer

data intelligently, jeopardizing the ability to engage

appropriately.

— Within Sprinklr, these two key modules are native to the System —

just like iTunes and Safari are native to iOS — so internal

teams can seamlessly share data and workﬂow to create faster,

more relevant, more personal experiences for customers.

To and/or from Core Modules

To and/or from Modules within

the System

From and/or to External,

Third-Party Systems

ENRICHMENT ENGINE

Sprinklr Core

GOVERN | ANALYZE | AUTOMATE

Engagement

Ratings &

Reviews

What It Is

Depicted as a circuit board, it is a blueprint that illustrates how the individual modules of Sprinklr’s System of Engagement work

together and integrate with external, third-party client systems to power the 5Cs.

How It Helps

By understanding how each module is intrinsically tied together in the Sprinklr platform, and how each Sprinklr module

connects to appropriate third-party technologies, brands can clearly see the value in deploying a uniﬁed system

versus distinct point solutions.

How to Use the Reference Architecture Model

Advanced

Security

Mobile

Collaboration

APIs

Automation

Reporting

Governance

Distributed

User

Management

The Ideal State of Digital Customer-FirstValue ModelWHY

What’s Needed from People, Processes, and Technologies

Capabilities Model

What’s Needed to Drive Strategic Value Across the ‘Last Mile’Functional Use Case Model

WHAT

Your Journey to Digital Customer-FirstMaturity ModelWHERE

Validating The Investment in Engagement

ROI ModelHOW MUCH

Making Engagement Happen — The 5Cs

Operations Model

HOW

Making Engagement Happen — A Uniﬁed Design

Reference Architecture Model

HOW

THE WAY

Beneﬁts and Outcomes

Situations where the Digital Customer-First Transformation System Aligns Stakeholders, Accelerates Activity,

and Creates Strategic Value:

The Models

Aligns Stakeholders Accelerates Activity

Creates Strategic Value

Functional teams are not aligned to the same

strategic plan.

Team leads are working together cross-

functionally but need to align partners and

agencies to the strategic program.

Social team does not have a plan to scale

engagement across the organization.

Senior executives have initiated a digital

transformation program but it is not moving

fast enough.

Cross-functional customer experience

strategies are taking more time to execute than

senior executives originally planned.

Digital transformation strategies are in motion

but the organization is struggling to map

the competencies and capabilities required

to get there.

Executives are unaware of and/or skeptical

that engagement can drive revenue,

reduce cost, or reduce risk.

Executives want to become Customer-First

but do not have a plan to get there.

Capturing the ROI of engagement has not

been successful to-date.

MODEL NAME DESCRIPTIONRATIONALE

Overview

Deep Dive

Overview

Deep Dive

Situation — Digital Disruption

Customer Experience. Digital Transformation. Customer Centricity. The buzzwords swirl around us every day

in blog posts, white papers, panel discussions, podcasts, and more. What do they really mean?

They’re all about customers — and in the new world of empowered, connected people, recognizing all customers

and their speciﬁc needs is paramount to business success. Every enterprise, however, has been disrupted

by digital technology and social engagement.

How did we get here? Three moments in time — we call them waves — tell the story.

Wave 1

Analog to Digital

The ﬁrst wave seems so basic in retrospect.

As computers came to replace analog systems and

processes, the Internet emerged as the new way to

interact directly with customers. Email accelerated

message sharing. E-commerce compressed the

world, enabling brands to sell anywhere at any time.

Websites enabled brands to deliver product

messages direct to consumers. Smart companies

leveraged the Internet and other new digital systems

to create operational eﬃciencies. Some innovators

thrived, while others struggled to survive. Some, like

Blockbuster, never got it, and died.

This ﬁrst digital wave, the age of the Internet, brought

us speed and eﬃciency, and the newly connected

world created dreamers and inspired millions. In hind-

sight, however, it didn’t fundamentally change the

relationship between people and big organizations.

What it did do was spawn another undeniably

transformational wave.

Wave 2

Social Disruption

Today, a single F acebook post can spur hundreds of

customer-facing employees at your company into

action. Social media has become more than just a new

communication channel where people post pictures of

their pets. Social engagement is a revolution, the most

disruptive agent large organizations have ever had

to deal with.

Social disruption stretches across borders, creating

unprecedented levels of information sharing and

immediate human-to-human connectivity. It changes

how people interact with each other and with brands.

Enabled and empowered by countless digital devices

and social channels, customers today interact on

their terms. The world is their turf, not yours.

This power shift creates massive challenges for com-

plex, distributed, global brands. It forces companies

to immediately recognize and engage with each

customer as a unique individual, regardless of how

or where that interaction takes place.

Doing it right requires linking customer proﬁle data

between marketing and customer service divisions so

the history of each customer’s relationship with your

brand is immediately available to any customer

service rep or retail sales clerk. This is the new busi-

ness paradigm. Brands that don’t embrace it risk

falling behind.

Wave 3

Connected Devices and the Internet

of Things (IoT)

The third wave is even more challenging. Building

on the emergence of socially connected and digitally

empowered people, the Internet of Things is

connecting devices to devices — and to people too.

Your brand has little chance of winning if you can’t

map devices to human needs at a personal level.

Adding to this complexity is the changing nature of

customer interactions. Today they are fundamentally

unscripted, producing ever-increasing streams of

unstructured data. To deal eﬀectively with this

data tsunami, you’ll need a technology infrastructure

that can process the most meaningful information and

deliver it to the right people at the right time so they

can act on it in the right way.

Market Response: Misguided

Many brands are struggling to respond. While 80% of companies believe they deliver

superior customer experiences, only 8% of customers say they actually receive great

experiences from brands. That’s a problem.

None of this means brands should abandon investments in legacy technologies.

They must, however, ﬁnd a way to capture unstructured data, or else they risk missing

important context for engaging with customers the right way. Otherwise, they can

only see part of the picture: just a portion of who their customers really are and

what they really want.

Enter the Digital Customer-First Transformation System

Solving the challenges of social and IoT disruption starts with a mandate: embrace

and enable a Customer-First imperative that prioritizes customer needs over every-

thing else. Many brands are just beginning their journey to become a Customer-First

organization. Most can’t put this transformation into action because they don’t

have the right technology solutions to manage social disruption.

But the challenge is bigger and requires more than just the right software. Companies

need the right technology to bring teams together to meet customer needs, and in the

process, move faster to create meaningful value for both customers and the brand.

The urgency to become Customer-First is real. And many global brands need help on their journey. That’s why

we’ve created the DIGITAL CUSTOMER-FIRST TRANSFORMATION SYSTEM. We invite you to explore the system

and learn how it can help you align stakeholders to a common vision for engagement, move faster as a uniﬁed

team, and create strategic business value from engagement.

The Digital Customer-First Transformation System