🌀 Engagement & Retention project | Sprinklr

🌀

Engagement & Retention project | Sprinklr

Company Overview: Sprinklr, Inc. is a 15-year-old B2B SaaS company that went public at NYSE in 2019. It was founded by Ragy Thomas. Sprinklr markets itself as a Unified-CXM platform for all client-facing operations. Sprinklr serves 2000+ brands that purchase some or all of the solutions.

Headquartered in NYC with over 2,400 employees globally, Sprinklr works with global brands like Microsoft, P&G, Samsung and more than 50% of the Fortune 100.

Renowned Logos Acquired:

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microsoft Hyatt company logo Booking.com company logo Lenskart Philips company logo Standard Chartered logo

Sprinklr's Way into Unified CXM

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UNDERSTAND AND DEFINE

Core Value Proposition | Sprinklr:

The core value proposition of Sprinklr to its enterprise customers is to provide a Unified Customer Experience Management platform. Sprinklr consolidates listening and insights, social media management, campaign lifecycle management and customer service in one unified platform.

Unified CXM Platform: A unified workspace for front-office teams, providing a true omnichannel customer experience engine with centralized governance across various markets and business units.

Next Proprietary Gen AI: Customized AI models, augmented by generative AI and enriched by five years of annotation, optimization, and feedback built on the back of customer experience data.

Enterprise-grade solutions for all team sizes: A proven track record of success with the world’s largest enterprises powered by rapid innovation, extensive customisability and seamless integrations with third-party tools and systems.

Solves for core business needs: As a marketing, advertising, analytics and customer service platform, Sprinklr helps bring the four main tenets of the business together, helping the business create more awareness, attract more customers and keep existing customers coming back.

The Sprinklr APIs: Users with existing solutions can bring them all into Sprinklr through API. This eases conversion and retention efforts as users need not change their existing software solution habits to be a Sprinklr customer.

Products and Solutions that created the CXM Bundle | Sprinklr:

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OFFERINGS:

Sprinklr has a horizontal CXM layer and vertical layer of products for marketing, advertising, customer service and social analytics/insights.

The software is offered in cost per seat per month basis for SMEs and startups for self-serve. The enterprises are given a custom pricing based on team size, product suites, features bought and product integrations required.

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ENGAGEMENT:

Value Generation with Sprinklr:

Typical user starts off by establishing habit with using one product, mostly likely the marketing tool and eventually moves to other products. With Sprinklr, the real value of the tool is when the user has adopted a breadth of different products.

Depth as an engagement metric is relevant for a single product. But the true value of a CXM product like Sprinklr is on how well the tool is integrated within all relevant workflows of the company.

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SEGMENTATION:

By ICP and stage of the company:

Segmentation	Individual and Early Stage Companies	Mid Stage Companies	Enterprises
Role	Marketing Manager/ Data Analyst/ Social Media Manager	Social Media Manager/ Customer Success Reps	VP/Director of PR/ Marketing/ Customer Service
No. of customers for the company	100-1000 customers	1000-5000 customers	5000+ customers
Age of Company	0-5 years	0-5 years	5+ years
Current Problems	Unstructured marketing workflows across paid and organic, zero or low awareness on evolving marketing tech and their benefits to SMEs	Need for a feasible solution to reduce individual product license costs, siloed operations and increased costs for not repurposing/optimising content	High CPA, Low ROAS, Lack of governance within and b/w brand and agency for digital outreach assets, campaign briefs and reporting insights, manual execution, low creative and campaign optimisation
Priorities	Grow Business	Acquire, engage and convert leads	Convert leads, handle support and operations
Current Tools Used	Khoros, Meltwater, Sprout Social,	Native channels, Smartly.io, Zoho Projects	Zoho Social, Hootsuite, SFDC
Decision to Retain	Price Sensitive	Return on Investment	Scale, Reliability, Performance
Sprinklr Products Used	Sprinklr Advertising & Marketing	Sprinklr Ads, Insights Marketing	Upto 3 or all 4 suites
Sprinklr Plan	Self-serve	Depends on team size	Custom
#Seats	1-25	25-100	100+
Core Action	Launch paid and organic campaigns	Manage campaign launch and brand insight	Manage contact centre, social outreach and analytics
LTV	Low	Mid	High
New Users Added	upto 5 seats/month	5-25 seats/month	25+ seats/month
Sprinklr Features Used	Campaign Builder Ads Composer Reporting Dashboards Creative Asset Library	Strategy Groups Location Insights Briefs/Request Forms Ads/Post Launcher	Live Chats Agent Console Media Insights Paid/Organic Media Manager
Products Used in the Workspace	Analytics tools (Adobe/Google Analytics), Data Visualisation tools (PowerBi, Tableau), G-Suite	SFDC, PowerBi, SQL, Excel, Tableau, GA4, Site Catalyst, Other Data Visualisation tools	Analytics tools (Adobe/Google Analytics), Salesforce, Oracle, Data Visualisation tools (PowerBi, Tableau)
Average Product and Feature Adoption Score	Typically high due to smaller team size and lack of significant middleman/PR agency	Good adoption and retention if users see better ROI and cost- effective utility than other tools	Moderate (Due to multiple teams, agency influence, relationship disconnect with some BUs of the enterprise and larger user base to convince for adoption)
Product Retention	Product Switch is easier	Product switch depends on alternates, their ROI and cost to switch and re-train users	Retention is longer. Once the tool is selected, it is very difficult to switch out
JTBD with Sprinklr	Launch paid and organic campaigns easily	Optimise omni-channel paid/organic content and brand mentions/analytics	Single tool to manage marketing, ads, support requirements for the company

By features used

Step 1: Identify list of features and the natural frequency

To arrive at how engaged users are with Sprinklr, let’s look at different features present and what their natural frequency looks like

Feature	Product	Natural Frequency	Defining 'Usage'
Editorial Calendar	Sprinklr Marketing	Daily	Viewed scheduled messages/ pending content creation tasks daily
Request Forms	Sprinklr Marketing	2-3 times/week	Sent a content ideation form to the approver weekly/twice a week
Email Marketing	Sprinklr Marketing	Weekly	Plan email content, track email production workflows weekly
Custom Fields	Sprinklr Marketing	Monthly	Create tags for assets/audience/ campaigns for segregation on a monthly basis
Social Reporting	Sprinklr Marketing	Daily/Weekly	Build widgets to report on organic media on dashboards daily/weekly
Smart Bidding	Sprinklr Advertising	Quarterly	Build a quarterly configuration to predict the best bids for ads
Auto- boosting	Sprinklr Advertising	Weekly	Boost best-performing organic posts weekly
Tiered Approvals	Sprinklr Advertising	Daily	Get mandatory approvals from leads before go-live everyday
Ads Composer	Sprinklr Advertising	Daily/Weekly	Build omni-channel ads daily/weekly
Pacing Control	Sprinklr Advertising	Daily	Monitor campaign pacing and control ad spends daily
Display and Presentation	Sprinklr Insights	Weekly	Curate fan content and create dynamic visualizations weekly
Listening Topics	Sprinklr Insights	Monthly	Build queries using keyword lists monthly
Automated Newsletters	Sprinklr Insights	Weekly	Schedule newsletter send-outs weekly
Benchmarking	Sprinklr Insights	2-3 times/week	Measure social performance against that of competitors twice a week
Product Insights	Sprinklr Insights	Daily	Receive SKU-level/ brand-level feedback daily
Voice Inbound	Sprinklr Services	Daily	Deliver immediate, seamless service to customers via voice channels daily
Live Chat Set-up	Sprinklr Services	Monthly	Create chat/web messaging on the web and mobile each month
Assignment Engine	Sprinklr Services	Daily	Automatically route the right conversations to the right agents daily
Contact Centre Intelligence	Sprinklr Services	Quarterly	Identify agent-wise areas of improvement and boost agent productivity quarterly
Case Management	Sprinklr Services	Daily	Create manage and automate tickets daily

Step 2: Define what constitutes core action

With the list of features that we have identified, let us now map which of these features contribute to solving for user’s JTBD

Feature	Product	Defining 'Usage'	Solves for ICP's JTBD?
Editorial Calendar	Sprinklr Marketing	Viewed scheduled messages/ pending content creation tasks daily	High
Request Forms	Sprinklr Marketing	Sent a content ideation form to the approver weekly/twice a week	Medium
Email Marketing	Sprinklr Marketing	Plan email content, track email production workflows weekly	High
Custom Fields	Sprinklr Marketing	Create tags for assets/audience/ campaigns for segregation on a monthly basis	Low
Social Reporting	Sprinklr Marketing	Build widgets to report on organic media on dashboards daily/weekly	High
Smart Bidding	Sprinklr Advertising	Build a quarterly configuration to predict the best bids for ads	High
Auto- boosting	Sprinklr Advertising	Boost best-performing organic posts weekly	Medium
Tiered Approvals	Sprinklr Advertising	Get mandatory approvals from leads before go-live everyday	High
Ads Composer	Sprinklr Advertising	Build omni-channel ads daily/weekly	High
Pacing Control	Sprinklr Advertising	Monitor campaign pacing and control ad spends daily	High
Display and Presentation	Sprinklr Insights	Curate fan content and create dynamic visualizations weekly	Low
Listening Topics	Sprinklr Insights	Build queries using keyword lists monthly	High
Automated Newsletters	Sprinklr Insights	Schedule newsletter send-outs weekly	Medium
Benchmarking	Sprinklr Insights	Measure social performance against that of competitors twice a week	High
Product Insights	Sprinklr Insights	Receive SKU-level/ brand-level feedback daily	Medium
Voice Inbound	Sprinklr Services	Deliver immediate, seamless service to customers via voice channels daily	High
Live Chat Set-up	Sprinklr Services	Create chat/web messaging on the web and mobile each month	Medium
Assignment Engine	Sprinklr Services	Automatically route the right conversations to the right agents daily	High
Contact Centre Intelligence	Sprinklr Services	Identify agent-wise areas of improvement and boost agent productivity quarterly	Medium
Case Management	Sprinklr Services	Create manage and automate tickets daily	High

Step 3: Correlation of feature used vs. retention:

For a CXM product like Sprinklr, more the features used, higher the lock-in created with the platform, thereby lower churn. In order to determine what breadth of usage Sprinklr should encourage users to retain, we can plot how feature usage correlates to revenue retention.

Number of feature used

Cohort users by number of core actions performed - 1, 2, 3, 4 etc
Plot correlation to long term retention
- e.g customer who uses 2 features contribute to higher retention than customers who use only 1 feature
Look for deflection points on where the delta of increased retention is higher
- e.g if increase in retention percentage from the 2 feature cohort to 3 feature cohort is lower than that of 1 to 2, we can conclude that 2 features is a sweet spot

Which feature was used

Cohort users by feature 1, feature 2, feature 3, used within 30 days of signup
Plot correlation to long term revenue retention with high cash sales
- e.g customer who uses auto-boosting within 2 weeks of signup, contributes to higher retention than a customer who uses reporting tools within 2 weeks of sign-up

Defining casual, core, power users based on features used

For a CXM product like Sprinklr, it is important to drive Sprinklr’s users to Use a wide range of features from multiple product bundles

Why Range of features is important?
- Using more number of features solves for the JTBD that the user came to Sprinklr for.
Why Features from different bundles is important?
- A user using features from marketing, ads, insights and support bundles would mean that cross-team usecases and workflows within the company are moving to Sprinklr. This helps Sprinklr expand into the company and increase revenue
- Users realise the value proposition of a unified CXM tool vs a standalone set of different products, eventually consolidating different tools to a single platform like Sprinklrt. This consolidation is key to create lock-in, increase switching costs and reduce churn

Hence our customer segmentation of casual, core, power should capture these key drivers:

Casual accounts: Uses 3 key features from marketing/ads suite 1 to 2 times in a week
Core accounts: Uses 4 to 8 features from marketing/ads suite AND insights suite 3 to 7 times a week
Power accounts: Uses 8+ features from marketing/ads suite AND uses 8+ features from insights suite AND uses 4+ features from service suite

	Casual accounts	Core accounts	Power accounts
Metric	Uses 3 key features from marketing/ads suite 1 to 2 times in a week	Uses 4 to 8 features from marketing/ads suite AND insights suite 3 to 7 times a week	Uses 8+ features from marketing/ads suite AND uses 8+ features from insights suite AND uses 4+ features from service suite
Frequency of Usage	1-2 times a week	3-7 times a week	10+ times a week
Days Active in a Month	2-4 days/month	10-15 days/month	20+ days/month
Products Used	Uses utmost 2 suites: Ads/Marketing	Uses Ads/Marketing with Service OR Insights	Uses 3 or all 4 suites
Stage of Evaluation	Very early stage of evaluating Sprinklr - either in trial or just started on ads/ marketing	Finished trial/started with minimal no. of seats. Has accessed Sprinklr knowledge portal to view courses and completed team trainings	Seats locked across BUs + success/ MS package purchased, has accessed Sprinklr knowledge portal to access courses and completed team trainings, onboarded entire paid, marketing and customer support team on Sprinklr
Features Used	Uses Sprinklr for basic campaign planning, launch and reporting	Uses Sprinklr for campaign optimisation, listering tools and automation	Uses Sprinklr for strategy groups, Gen AI+, agent console, workflow management and case management

Advance Segmentation:

	New User	Hibernation	In Danger
Frequency of performing core activity	Once in 15 days	Once in 30 days	Once in 3 weeks
Recency of activity tracked	<30 days	30 days and beyond	15 days
Last Used Sprinklr	This month	Last month	This fortnight
Revenue Contribution	NA	Neglible	Low
Products Used	1-2 suites	1 suite	1-2 suites
Top Features Used	Campaign Launcher, Manager, Reporting Dashboards	Reporting Dashboard and Campaign Manager	Campaign Launcher, Manager, Reporting Dashboards
User Bucket	Casual	Critical	Critical

	Cannot Lose	Champions	Loyalists
Frequency of performing core activity	3-7 times/week	Daily	Multiple times a day
Recency of activity tracked	10 days	1 week	2 days
Last Used Sprinklr	This week	Today	Today
Revenue Contribution	Mid	High	High
Products Used	1-2 suites	2-3 suites	3-4 suites
Top Features Used	+Optimisation and automation tools, AI+	+Listening tools, Gen AI, Agent Console, Rule Engine	+DIT/DVT, Macros, Automated Ads, Case Management
User Bucket	Core	Power	Power

ENGAGEMENT FRAMEWORK

	Tracked By	Relevance	Comments
Breadth	Number of different products used in the CXM suite	Primary	For a CXM suite with a wide range of products across marketing, ads, insights, service etc: more the number of products used, better the engagement and retention for the user. When the user uses more features, there is habit formation and lock in created within Sprinklr - this makes switching costs high for the user and eventually leads to lower chance of churn
Frequency	Number of times a core activity is performed in a product in Sprinklr	Secondary	Number of times the feature is used in a week is important when it goes with the breadth of features used.
Depth	Time spent in the platform	No	Depth of usage is important for one product line - e.g. if we are looking only at the marketing suite, we want the user to deeply use and create the habit. More time spent on a CXM app is also not desirable - it might mean that the tool could be complicated to use.

Tracked By

Relevance

Comments

Breadth

Number of different
products used
in the CXM suite

Primary

For a CXM suite with a wide
range of products across
marketing, ads, insights,
service etc: more the
number of products used,
better the engagement and
retention for the user.

When the user uses more features,
there is habit formation and lock
in created within Sprinklr -
this makes switching costs
high for the user and eventually
leads to lower chance of churn

Frequency

Number of times
a core activity is
performed in a
product in Sprinklr

Secondary

Number of times the feature
is used in a week is important
when it goes with the breadth of
features used.

Depth

Time spent
in the platform

Depth of usage is important
for one product line -
e.g. if we are looking only at the
marketing suite, we want the user
to deeply use and create the habit.
More time spent on a CXM app is also
not desirable - it might mean that the
tool could be complicated to use.

ENGAGEMENT CAMPAIGNS:

CAMPAIGN 1:

Goal	Movement from Core to Power users
User Segmentation	Users of ads/marketing suites from self-serve offferings
Hypothesis	Mundane and complicated tasks for not-so-tech-savvy users
Pitch	Use gamification to increase in-app engagement
Campaign Details	Progress bars and checklists: Provide a sense of accomplishment. Can be used to effectively introduce new features, launch secondary task lists to help users stay engaged and motivated Badges: Great feature to recognise progress! Sprinklr can customise the badges to be lost if the progress is not retained. It motivates users to actively engage with the platform. Celebrating User Milestones: Introduce recognitions for completing onboarding/training, adopting a new feature, streak core actions on the platform Points and Scores: To create and maintain momentum inside the platform. They incentivise deeper exploration of the platform and longer engagement with the features Leaderboards: Boards can be created across BUs, sub-brands for a friendly competition to be the best adopters of the platform and its features. Seeing another internal business unit reach the leaderboard will motivate a dormant BU to engage more.
Offer	Enhanced hyperspace with gamified UX
Frequency	One-time platform revamp for continued benefits
Success Metrics	Increased activation rate, higher CSAT, increased retention and LTV

CAMPAIGN 2:

Goal	Movement from Free Trial to Paid Subscription
User Segmentation	Users of all product suites who lack product specialists in free trials
Hypothesis	Users get stuck in a complicated feature and fail to adopt, there's no personalised nudge or monitoring to engage more
Pitch	Publish context-based in-product messaging
Campaign Details	If the customer is stuck on a particular feature, Sprinklr can serve them with a tooltip that explains exactly how that feature works. If Sprinklr releases a new feature that seems especially appropriate for one particular user segment, we can create targeted messages which promote that feature to them. If the platform is already full of helpful tooltips, driven actions, and hotspots, all of which point the way for the customer, there’s a good chance that the support team will have fewer ticket requests, to begin with! If there were ever a good reason to interrupt the user’s workflow, the imminent expiry of their subscription would be just that! Sending an email to communicate that they need to renew is better than nothing, but there’s no substitute for the immediacy of an in-app message.
Offer	Immediate and context-based personalized message based on the specific UI element that a user is interacting with
Frequency	To be sent multiple times a day to casual users, it is important that the frequency does not become too nudgy that the campaign backfires
Success Metrics	Onboaring Completion Rates, Survey Response Rates, Click-through-rates, Trial Conversion Rates

CAMPAIGN 3:

Goal	Movement from Casual to Core
User Segmentation	Remote BUs in enterprise subscriptions that need tool re-call
Hypothesis	Enterprise users who do not participate in VRCIs are unaware of the latest product capabilites and current use cases served by their license
Pitch	Re-engage casual users with email marketing
Campaign Details	E-mail marketing is a great tool to nudge the user to engage and interact with the platform: 1. Remind users about important onboarding steps they may have missed.Collect feedback from unhappy customers during the off-boarding process. 2. Use “feature highlight” email marketing campaigns to re-engage customers. Use the “What’s new” email to re-engage inactive users. 3. Make account reactivation frictionless for inactive customers. Send re-engagement emails after a person becomes inactive on the platform. 4. Win-back emails are effective because the mailbox is the next place to catch users who no longer spend time on the platform. 5. Sending out FOMO triggers: FOMO trigger works well when past customers or existing customers have important data on the platform. They wouldn’t want to lose their progress and have to start all over again, so it will move them to reactivation.
Offer	Re-initiate key value-based actions on the platform through e-mail marketing
Frequency	Weekly and monthly emails fequency can be hyper-customised as per categories of current engagement within our user segment
Success Metrics	Click-through-rate, Open Rate, Unsubscribe Rate, Email Forwarding Rate

CAMPAIGN 4:

Goal	Movement from Casual to Core
User Segmentation	Users with success packages who are new to CXM/CRM tools
Hypothesis	Training gaps cause friction during engagement efforts, users are impatient and need proactive care
Pitch	Deploy proactive support and platform education with a knowledge portal
Campaign Details	Identify Training Needs and Objectives: Understanding the customers’ challenges and setting clear, achievable goals for the training program. This ensures the content is focused and delivers measurable benefits. Choosing the Right Training Calendar Schedule: Create a curriculum that covers both basic and advanced product features. Engaging, diverse content formats cater to different learning styles, enhancing the overall effectiveness of the program. Track and Analyse Program Performance and Engagement: Monitor key metrics to gauge the program’s success and identify areas for improvement. Continuous analysis helps keep the training relevant and effective. Ongoing Support and Continuous Learning: Provide resources for continuous learning and update the program based on product changes and customer feedback. This commitment to improvement enhances customer satisfaction and loyalty.
Offer	Anticipate customer issues and deploy a continued user training program
Frequency	Weekly office hours, monthly feature walkthrough lives, daily engagement with dedicated Sprinklr product success experts and 24x7 support team access, one-time set-up of resource centre
Success Metrics	Decreased customer support requests, Improved Product/Feature Adoption Index, Improved CSAT and CHI scores

CAMPAIGN 5:

Goal	Casual to Core to Power, Trial to Paid
User Segmentation	Mix of trial, dormant, occasional, active, power and champion users across product suites for effective product usage analytics experiment
Hypothesis	Success managers are unable to find the low-hanging fruits to move users up the engagement ladder, they lack data-driven approach
Pitch	Software Usage Analytics to gain actionable insights on engagement whitespaces
Campaign Details	Software usage analytics empowers product managers with data-driven insights for decision-making. To measure product usage data: 1. Track feature usage to analyze user behavior Tracking product usage allows you to identify how many users utilize a feature and how often. 2. Set up event tracking at important stages in the user journey One way to leverage event tracking is to optimize the user journey inside the product. To do so, you need to identify the key actions that indicate that the user has progressed to the next stage. 3. Trigger customer surveys to gauge usage frequency In-app surveys are easy to create and you can use trigger them for specific user segments at a specific time Tracking the product interactions of the most successful users, for example, those who require the least time to adopt the product enables Sprinklr to identify the most effective behaviors and paths. We can then tweak the in-app onboarding flows to guide users with similar use cases along the most optimal paths and increase their activation and adoption rates.
Offer	Track individual actions/custom events by monitoring user interaction with the platform and its capabilities
Frequency	To be tracked and analysed daily, to be shared for action plan on a weekly/bi-weekly basis
Success Metrics	Increased conversions at prominent customer journey stages and lowered Time To Value, Improved Trial Conversion Rate

RETENTION AND CHURN

Visualising Retention Curve for Sprinklr

There's not enough internally circulated data on how the retention curve for Sprinklr looks like.
I have made my hypothesis on how it might look like.

Measuring 180 days retention of different segments:

Casual: 15% retention in 180 days and flattens after this
Core: 40% retention in 180 days and flattens after this
Power: 65% retention in 180 days and flattens after this

Who drives retention?

	Early Stage	Mid-stage	Mature
RETENTION	Low	Mid to High	High
Price Sensitivity	High	Medium	Low
ICP Needs	Cannot afford contracts that include product consultants and managed services. They usually opt for self-serve and need to have a no-touch sustainable, remote onboarding and engagement model	Can afford basic success package but would not consider platinum support till ROI is achieved. Users need to be engaged using a low-touch model with occasional in-product nudges to engage	Will opt for premium success packages with 40+ monthly managed services hours and platinum support. Engagement model is high touch with in-person trainings, toubleshooting and dedicated success teams for each BU
Company Stability	High Threat	Medium Threat	Low Threat
Correlation to AHA moment	High chance of churn if AHA moment is not hit early on	Lower chance to churn if Aha moment is hit and have adopted 2 products in the CXM ecosystem	Low risk to churn. Dedicated account manager will help setup and hit the ground running hence there is less chance of the account not being activated
Switching Costs	Low switching costs	Mid switching costs	High switching costs that act as a deterrent to churn
Products Used	Self-serve - Marketing + Ads	Marketing+Ads+Insights/ Services	>2-3 Product Suites
Goals	Maintain active usage in 1 product Drive adoption to >1 product	Maintain active usage in 2 products Drive adoption to >2 products	Ensure company is fully integrated into the CRM system

Defining Churn:

In Sprinklr, churn can be defined as an activated account that is currently dormant for a considerable amount of time or has shown strong signals to cancel the renewal of their contract license.

Soft Signals:

Dip in engagement and user moving from one segment to another

- Moves from Champions and Loyalists to Can’t lose them segment
- Moves from Can’t lose them segment to in danger segment

Hard Signals/Negative Actions:

Remove funding instrument
Fail to re-add deactivated accounts/audiences/assets
Switching off contract auto-renewal
End recurring VRCIs and cadences with product success experts
Increased number of support tickets around billing, renewals and cancellations
Delete product integrations
Reduce no. of seats in the subscription
Low CSAT, CHI and NPS scores
Does not actively look out for product releases
Pause scheduled report exports
Agency/specific BUs offboarded
C-suite/decision makers refusing to participate in EBRs/QBRs

Top reasons for churn:

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RESURRECTION CAMPAIGNS:

CAMPAIGN 1:

Segment	Dormant/Casual User - practitioner level
Reasons for Dormancy	Training gaps, did not know how to leverage the platform, drowned in technical complexity
Signals to Watch for	User started actively but no movement after 2 weeks into the platform, user's last login was 2 weeks ago, user enters a feature page but does not complete the action
Theme	End-to-end user training calendar
Campaign Details	Weekly Office Hours: Office hours scheduled across time zones by product success managers to invite newly onboarded users and core/power users to get their ad-hoc product questions answered timely. Training Calendar: 2 week basic to advanced training calendar for new user onboarding based on product feature interest level after feature scoping and discovery calls Sprinklr University Course Assignments: Certifications and courses assigned to users based on relevance, business use case and OKRs. Self-help articles for each users to access guides on key features, set up clips, cross-product use cases etc. MS Consultant for Front-end Configurations: Managed Services hours to aid users with complex front-end confirgurations, automation and workday savings recommendations, best practices and agency training support. Live Campaign Launch Sessions: Campaign launch is core action for all user segments. Live launch boosts user confidence on the rule and triggers activation metric. 24x7 Customer Support: Instant assistance to any BU in any time zone. Priority support for platinum support license holders.
Offer	Book a slot with your Product Success Manager to get the best ROI on your Sprinklr license
Frequency	Office hours (weekly), VRCIs (bi-weekly), User Onboarding Refresher (Run-time 4-7 days)
Success Metrics	Spike in dormant to casual user conversion rate, reduced knowledge gap-based support tickets, spike in completed action in the feature page, increased in 30D, 90D retention

CAMPAIGN 2:

Segment	Champion/Loyalists - Core/Power User
Reasons for Dormancy	User failed to convince the decision maker/blocker to renew/retain license
Signals to Watch for	Users' core action reduced around the time of renewal, decision makers stopped attending executive board reviews and quarterly business reviews
Theme	Value Realisation Dashboard, potential ROI boost Pitch
Campaign Details	Value Realisation Dashboard: These dashboards are built to calculate ROI on subscription fee and other key software success metrics such as workdays saved and dollar savings for the present adoption of each feature and use case. These dashboards showcase how current usage of the tool has aided in efficiency, automation and optimisation. The ROI boosts after users increased breadth, depth and frequency of feature usage. Executive Business Reviews: These reviews are held during critical stages of the contract - continuous escalations, intent to churn/downsell and change in contractual spends. These attended by the C-suite executives, VPs, Directors and BU heads of the brand and by success and account management teams from Sprinklr. Success stories, what would the brands miss out on if they proceed to churn, competitor battlecards and roadmaps/action items to pin down red flags are discussed. Quarterly Board Reviews: Are held every quarter to show decision makers what the software has helped the brand achieve, what acould have been achieved at 100% adoption and showcase the whitespaces waiting to be leveraged within Sprinklr by the brand and their regional teams.
Offer	Executive Business Review with decision makers to present realised and potential value
Frequency	Once 90 days before renewal, once 30 days before renewal
Success Metrics	Movement from decision to logo churn to final call to partial churn, Movement from decision to partial churn to final call to flat renewal # of reversed negative actions, increase in reactivated accounts

CAMPAIGN 3:

Segment	Decision Maker/BU Heads
Reasons for Dormancy	Brand found an alternate product for their JTBD
Signals to Watch for	Reduction in user seats, failed product enhancement requests, license downgrade, partial churn (Some BUs, regions etc.) to pilot run the new product, removal of funding instrument
Theme	Competitor Battlecards, option to pause license, price discounts
Campaign Details	Competitor Battlecards: Battlecards to showcase why Sprinklr is better-suited for the brand, the drawbacks and high costs associated with switching out. Presenting possiblities within Sprinklr to bridge the product limitation gaps that nudge the brand to switch. Pause License for 6 months: 6 months is enough time for the brand to venture out, research alternates, sign up for trial packages and come back to Sprinklr for user convenience, increased efforts, time and costs associated with off-boarding from Sprinklr and onboarding to the new product. Modular/Discounted Pricing: Pricing based on the fratures picked under the contract, modular pricing allows the brand to pay only for those features that they use and eliminates investments in suites that don't match their business use case.
Offer	Pause subscription and retain data for 6 months (demo period with competitor), Here's why Sprinklr is more suitable for your teams than XYZ, Here's a special price for you to consider renewal
Frequency	One-time offer to pause, monthly organic nudge via battlecards, one-time offer around renewal for slashed prices
Success Metrics	Opt resume of contract before pause period ends, Time to reactivate after pausing, CSAT improvements around pricing

CAMPAIGN 4:

Segment	Practioner - Casual, Core and Power Users
Reasons for Dormancy	Frequent product bugs and missing features
Signals to Watch for	Increased escalated support tickets, low interest in product releases, low CSAT and CHI scores for product, had requested for fatures but does not see a lot of them on the live app
Theme	Product Enhancement Request Prioritisation, On-time Product Release Updates, Grievance Redressal via Seat Discounts
Campaign Details	Product Enhancement Request Prioritisation: Product gaps, limitations and missing capabilities to be bridged on priority and escalated to the product team for scope check and request completion timelines. The user feels important, heard and valued as the software introduces an additional capaiblity on Sprinklr to enable to the brand to boost their software utility. On-time Product Release Updates : Product releases keep happening every 60 days on Sprinklr. In-platform nudges, release external townhalls, release training tracker for success teams to ensure that the brands are all up to date on what Sprinklr's latest capabilities are. Grievance Redressal via Seat Discounts If any brand's product escalation erupts and threatens the relationship with, trust on and loyalty to Sprinklr, the sales team should offer added seats at no/low cost to redress special grievances. This shows that Sprinklr understands and acknowledges the users' frustration and will resolve the issue along with a token to recogise their continued partnership despite the prevailing issues
Offer	We've heard you. Our product team is actively working to complete your enhancement request. Sprinklr Release: What's new on Sprinklr? We are sorry for the inconvenience, here's a token for your patience (3 free seats for x months)
Frequency	Quarterly product release and enhancements, ad-hoc discounts
Success Metrics	Number of sales meetings the account manager has with the client (to address pain points and red flags), improvement in product CSAT score, # newer features tried out

CAMPAIGN 5:

Segment	CXO, VPs, Directors and other primary decision makers
Reasons for Dormancy	No need for the Sprinklr solution due to budget issues/organisational re-structure
Signals to Watch for	Noticeable negative actions after major company announcements, price slash demands around renewal, deletes in user seats
Theme	Offer product suite switch/propose level down instead of full churn
Campaign Details	Offer Product Suite Switch: If the brand does not need the purchased suite anymore, Sprinklr should retain the user within the ecosystem by offering a product switch to a different suite and request only the differential cost, if any. The new suite needs to address the pain points and limitations of the exisitng solution. Propose Level Down in place of Full Churn: Acquiring new customers is so much more difficult than retaining existing customers in any capacity. A full churn would mean a logo churn across product suites. Sprinklr is better with a level down (down- sell), (enterprise to self-serve model) than to go through a logo churn
Offer	We have an offer for you! Switch suites and bring down your costs by x%. Here's why the new suite is the right fit for you!
Frequency	One-time around renewal or as and when major company announcement are made public
Success Metrics	Opt to switch suites, # predicted logo churns that moved to downsell, Pricing discounts opted