The Challenge 

A top automotive brand is dedicated to finding new ways to improve the customer experience (CX). It's a big task, especially since the company is a large multinational organization with diverse product lines and customer cohorts.

The company has always been customer-focused, but wanted to go even further to deliver a premium experience to customers. By diving deep into customer journeys, they hoped to uncover ways to provide better service. To do that, the CX team needed a better understanding of customer behaviors and satisfaction across different markets, products and touchpoints.

Creating a plan to make data more effective 

A close examination of existing processes revealed some great opportunities to harness data more effectively and learn more from customers. Social media plays a critical role in CX, as it provides real-time customer feedback. The team's initial review uncovered several areas for improvement in their social listening and data structures: 

• Centralize data sources. Teams used multiple native tools like X Analytics and Meta Analytics to track performance across digital platforms. By centralizing data from multiple sources, they could better correlate data points across different channels.  
• Improve collaboration. The company’s different brands and teams operated separately. Improving cross-departmental collaboration and communication would allow them to gain more visibility into performance metrics and closely align marketing strategies. 
• Become more proactive. They relied heavily on digital agencies for reporting on owned social media performance, and compiling these reports took over a month. Adjusting how they gathered data would enable them to apply insights and industry trends to social content strategies and marketing campaigns, proactively responding to industry trends and consumer needs. 

Finding a solution to better track, analyze and act on customer insights would help them tailor their approach and enhance the experience for customers. 

The Solution

A new KPI gets to the heart of the customer voice 

The first step in improving their processes was adopting the Net Sentiment Score (NSS) as one of its main KPIs. The company had long tracked metrics like customer satisfaction (CSAT) and net promoter score (NPS). But NSS is even more valuable for tracking CX because it represents the voice of customer (VoC) data in real time and helps teams quantify overall customer sentiment based on individual mentions or interactions.  

This decision was part of a company-wide cultural shift toward gathering more customer insights and using them to fuel decision-making — from granular, department-level decisions to big-picture changes to their long-term roadmap.  

The best platform the company found to track NSS was Sprinklr. In addition to improving social listening capabilities, they liked that Sprinklr also allows for competitive insights and benchmarking, providing valuable insights into competitor strategies and positioning. 

"If I look at my customer-facing touch points and tools, Sprinklr and social listening definitely stands out," says the head of CX transformation. "It may seem like a small in the whole journey, but it's very, very critical because it augments a lot of data points and fuels a lot of decisions we make." 

Unifying the CX tech stack for a single customer view 

Sprinklr provides a cohesive customer experience across all channels, enabling the company to integrate CX insights onto a single platform. With more comprehensive views and cohesive, real-time data, they’ve enhanced their ability to monitor and respond to business and consumer behavior globally. 

Sprinklr’s reporting capabilities allow them to customize reports to fit specific team needs. They then automate that reporting for teams without direct access to Sprinklr, improving efficiency and reducing reliance on outsourced or manual reporting processes. 

By integrating Sprinklr with Salesforce CRM and Marketing Cloud, they gained a single, centralized view of customer data. This setup allows them to use existing data to cross-sell and upsell across different business units. 

"All these CX technologies are definitely making us more nimble, helping us get to that end goal of more personalized marketing," says the CX transformation head. "Getting the right insights helps us really understand our customer, and that's where the unified view comes in." 

Their next step is creating a consolidated, aggregated CX metric to use across the enterprise. 

The Outcome 

Increased engagement and a 173% increase in social media purchase rate

Since adopting Sprinklr, the company has improved its NSS and reduced first response time by 82% — from 17 minutes to three. Because they can easily monitor and track the performance of four brands across multiple social platforms, they’ve become more effective with content and have seen significant increases in social media engagement:  

• Instagram engagement has grown more than 115% 
• X engagement has skyrocketed 809% 

More than just boosting engagement, their social media purchase rate — the rate at which social media interactions directly convert to purchases — increased by 173%. 

They've also seen internal improvements to their bottom line. Thanks to Sprinklr’s automation capabilities and report consolidation, they’ve saved around $52,000 USD in yearly operating costs by eliminating the need for vendor-approved social media reports. 

A more proactive approach leads to more positive CX 

One of the main priorities was to shorten the feedback loops between the time teams received customer feedback and reacted to it. Getting the right information to the right team earlier demonstrates to customers that they're actively listening and responding to feedback. They’ve achieved that goal and become much more proactive along the way. 

With Sprinklr, teams have gained real-time visibility into social performance, allowing them to swiftly adapt messaging based on consumer feedback and anticipate market demands. The streamlined social reporting and listening dashboards within Sprinklr have established a more effective feedback loop across brands. This enhanced visibility enables the company to make data-driven decisions, fostering a data-led mindset across all teams. 

"We are striving to be number one in customer experience," says the head of CX transformation. "We are building the future together, and through social media listening, Sprinklr definitely becomes a key point for us in our journey." 

Sprinklr has played an essential role in helping the company consolidate VoC data, slice and dice it by product lines and departments and extract meaningful insights to improve CX at both granular and strategic levels. They can read through the noise faster to better understand customer pain points, which has made a critical difference in crafting strategies and creating stronger connections with customers.