2017 Sprinklr. All rights reserved Sprinklr. All rights reserved

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1 2017 Sprinklr. All rights reserved 2017 Sprinklr. All rights reserved

2 Charlene Li Principal Analyst, Altimeter Group 2017 Sprinklr. All rights reserved 2017 Sprinklr. All rights reserved

3 Charlene Li Principal Analyst, Altimeter Group 2017 Sprinklr. All rights reserved 2017 Sprinklr. All rights reserved

4 Creating a Next Gen Customer Experience Strategy

5 DISRUPTION DRIVES EXPONENTIAL GROWH

6 HOW TO BALANCE TWO MINDSETS?

7 CREATE CUSTOMER OBSESSION

8 If you are not focused on the customer experience, you are working on the wrong thing

9 WHERE DO YOU START?

10 TOUCHPOINTS?

11 JOURNEYS?

12 14 FOCUS ON RELATIONSHIPS

13 NEXT GENERATION CUSTOMER EXPERIENCE STRATEGY DEFINITION A set of coordinated moves that create customer experiences that build relationships and result in business outcomes

14 CREATING A NEXT GEN CX STRATEGY PRIORITIES CAPABILITIES CASE STUDIES

15 CREATING A NEXT GEN CX STRATEGY PRIORITIES CAPABILITIES CASE STUDIES

16 TABLESTAKES

17 EASY IS HARD

18 DELIGHTING CUSTOMERS?

19 TRADITIONAL CX Personas & segments Linear Optimization focus Functional Episodically designed Static Survey & heuristic based NEXT GEN CX Personalized & intimate Unpredictable Strategic focus Emotional Continuously designed Dynamic, real-time Data-based

20 Business Strategy CX Strategy "Once it became clear [that customer experience strategy] was central to the 10-year plan, suddenly everyone was interested in it. - CXO Brand Strategy EXPLAIN WHY CX MATTERS

21 SMALL MOVES MAKE BIG DIFFERENCES

22 CREATING A NEXT GEN CX STRATEGY PRIORITIES CAPABILITIES CASE STUDIES

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24 TURNING THE AIRCRAFT CARRIER

25 CHANGE SPECIFIC CULTURE ELEMENTS How does talent and leadership support customer obsession? e.g. leadership capability, performance, reward, employee experience, EVP O R G. STRUCTURES To achieve CX, how will decision making change? e.g. key influencers, middle management, flat v hierarchy, silo v inter-connected T A L E N T & L E A D E R S H I P S T O R I E S What governance is in place to enable customer obsession? e.g. policy, processes, practices, transparency of systems CULTURE What organizational stories support or inhibit customer obsession, internally or externally? e.g. heroes, villains, company history, onboarding stories What behaviors have been ingrained in the organization? e.g. enduring habits, problem solving mechanisms, employee expectations, communication flows, annual awards, CSR activities G O V E R N A N C E R O U T I N E S & R I T U A L S S Y M B O L S What symbols represent customers? e.g. events, visible use of digital technology, artifacts, use of language, office environment

26 LISTENING CONTENT ENGAGEMENT AI PERSONALIZATION COMMERCE SALES DATA SFA COMMUNITY ANALYTICS BI CPQ SOCIAL INVEST IN A CUSTOMER EXPERIENCE AUTOMATION

27 THE CUSTOMER EXPERIENCE CLOUD

28 CREATING A NEXT GEN CX STRATEGY PRIORITIES CAPABILITIES CASE STUDIES

29 SEPHORA Obsessed with democratizing beauty

30 PIEDMONT HEALTHCARE Obsessed with seamless patient experiences

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33 CARRIER Corporate, by the books, highly scripted YOU are the UN- CARRIER UN- CARRIER We listen with empathy to solve customer needs Company culture driven by sales targets Customers are transactions to lock-in & monetize We are a culture driven by employee empowerment and doing right by our customers Customers are partners to surprise & delight

34 THE RESULTS CUSTOMER SATISFACTION Highest in category EMPLOYEE SATISFACTION Highest Glassdoor rating among competitors CUSTOMER ACQUISITION & RETENTION Doubled number of customers in four years Lowest category churn in 2016 ANNUAL REVENUE Doubled in four years STOCK PRICE Jumped from $13 to $62 in four years

35 QUESTIONS TO OBSESS OVER Who are your customers and what are their needs? What role does your organization play in your customers lives? How can we continue to meet and exceed customer expectations? How do we help employees build emotional contracts with all of our customers? What is your first customer obsession bold move you want to make tomorrow morning?

36 42 FOCUS ON RELATIONSHIPS

37 THANK YOU! Charlene