In order to be truly omnichannel, Sprinklr treats messages from all channels as a Universal message. That means as soon as the message is grabbed in Sprinklr, it gets transformed into a universal entity. The Universal Message contains the original message and other metadata required by the channels.

Benefits of Universal Messages

There are several benefits of converting everything into a Universal Message

1. Converting these messages into universal messages allows Sprinklr to build truly channel-agnostic capabilities

2. Configurations can scale across channels. For example, once you configure automation or AI for one channel it can work across channels. "Build once and deploy across channels"

3. It's very easy to add new channels in Sprinklr. Any new channel can be added in 3-4 weeks

4. It's very easy for brands to expand their operations to new channels.

Even though all messages are transformed into Universal Messages, still channel-specific nuances are preserved in form of channel-specific details which can be used to give channel-specific experiences while retaining the benefits of omnichannel infrastructure.

Message meta data

Universal messages have two types of meta data

1. Standard fields

2. Custom fields

Standard fields are information about the message which the system captures like "message type", "channel of origin" etc. Whereas Message Custom fields are custom meta data that you can create on Message and populate that manually or using automation