Sprinklr
““We were growing faster than the emotional heart could process....we felt disconnected to our colleagues in a way video calls couldn’t satisfy....and we didn’t need to see yet another video of interviews...we just needed to see, to hear, to feel we were on the same team. Turns out our customers felt it, too.”
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Result
$80MM to $4.1B at IPO
Business Challenge
As a social-media tech startup in 2012, Sprinklr had developed a stunning and timely technology for brands to better understand and serve their customers through a contextual intelligence applied to social media. Sprinklr was at $80MM valuation and 100 employees. Leadership recognized it had overlooked its own branding for better telling its story to enterprise customers, investors and most importantly, internally to build its culture.
Customer Insight
Sprinklr was, as most tech companies are, more tech-speak than human voice. So, decision makers and influencers in the purchase of a social-media platform weren’t connecting with the brand on a human level to know the story and see the benefits of Sprinklr’s social technology.
Sprinklr’s CEO, at the start of my work, stated that their brand was “…in the business of Social Media Management.”
But, after listening, really listening between the lines to customer, I presented the Q: “What Business Are You Really In?” and answered that Sprinklr was really in the business of “Knowing Thy Customer” which was gold to advertising platforms AND to the ultimate customer online.
Brand Position/Strategy
Know thy Customer. So you can serve them better, so they can know and trust you — to make them happier. The positioning of knowing a person better was simple and touched on a larger truth: people just want to be happier at every step of “getting a job done” in life. It inspired conversation and built real relationships with customers and internally across all departments. Building a simple Trust (warmth) in Sprinklr as people and ethos, before asking for Respect for its technology.
Brand/Marketing Creative
1. Mission, core values, brand position
2. Internal/Culture building, office design
3. Real-customer videos
4. Real-customer artifacts
5. Product Videos
See Book at http://janzlotnick.com/portfolio/big-book/
See Andrew’s story at http://janzlotnick.com/portfolio/see-things-boxes/
See Tina’s story at http://janzlotnick.com/portfolio/now-live-life-three-inches-higher/
Many of the customer/investor “touchpoints” were purposely not digital; artifacts and other experiences through which people could touch and feel the brand, hand to heart to brain.
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