Engagement and Retention

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

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

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

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

Once in 15 days

Once in 30 days

Once in 3 weeks

<30 days

30 days and
beyond

15 days

This month

Last month

This fortnight

NA

Neglible

Low

1-2 suites

1 suite

1-2 suites

Campaign
Launcher,
Manager,
Reporting
Dashboards

Reporting
Dashboard
and Campaign
Manager

Campaign
Launcher,
Manager,
Reporting
Dashboards

Casual

Critical

Critical

3-7 times/week

Daily

Multiple times
a day

10 days

1 week

2 days

This week

Today

Today

Mid

High

High

1-2 suites

2-3 suites

3-4 suites

+Optimisation
and automation
tools, AI+

+Listening tools,
Gen AI, Agent
Console,
Rule Engine

+DIT/DVT,
Macros,
Automated Ads,
Case Management

Core

Power

Power

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.

Movement from Core to Power users

Users of ads/marketing suites from self-serve offferings

Mundane and complicated tasks for not-so-tech-savvy users

Use gamification to increase in-app engagement

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.

Enhanced hyperspace with gamified UX

One-time platform revamp for continued benefits

Increased activation rate, higher CSAT, increased retention and LTV

Movement from Free Trial to Paid Subscription

Users of all product suites who lack product specialists in free trials

Users get stuck in a complicated feature and fail to adopt, there's no personalised nudge or monitoring to engage more

Publish context-based in-product messaging

• 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.

​

Immediate and context-based personalized message based on the specific UI element that a user is interacting with

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

Onboaring Completion Rates, Survey Response Rates,
Click-through-rates, Trial Conversion Rates

Movement from Casual to Core

Remote BUs in enterprise subscriptions that need tool re-call

Enterprise users who do not participate in VRCIs are unaware of the latest product capabilites and current use cases served by their license

Re-engage casual users with email marketing

​

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.

Re-initiate key value-based actions on the platform through e-mail marketing

Weekly and monthly emails fequency can be hyper-customised as per categories of current engagement within our user segment

Click-through-rate, Open Rate, Unsubscribe Rate, Email Forwarding Rate

Movement from Casual to Core

Users with success packages who are new to CXM/CRM tools

Training gaps cause friction during engagement efforts, users are impatient and need proactive care

Deploy proactive support and platform education with a knowledge portal

​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.

​

Anticipate customer issues and deploy a continued user training program

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

Decreased customer support requests, Improved Product/Feature Adoption Index, Improved CSAT and CHI scores

Casual to Core to Power, Trial to Paid

Mix of trial, dormant, occasional, active, power and champion users across product suites for effective product usage analytics experiment

Success managers are unable to find the low-hanging fruits to move users up the engagement ladder, they lack data-driven approach

Software Usage Analytics to gain actionable insights on engagement whitespaces

​

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.

Track individual actions/custom events by monitoring user interaction with the platform and its capabilities

To be tracked and analysed daily, to be shared for action plan on a weekly/bi-weekly basis

Increased conversions at prominent customer journey stages and lowered Time To Value, Improved Trial Conversion Rate

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

Dormant/Casual User - practitioner level

Training gaps, did not know how to leverage the platform,
drowned in technical complexity

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

End-to-end user training calendar

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.

Book a slot with your Product Success Manager to
get the best ROI on your Sprinklr license

Office hours (weekly), VRCIs (bi-weekly),
User Onboarding Refresher (Run-time 4-7 days)

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

Champion/Loyalists - Core/Power User

User failed to convince the decision maker/blocker to
renew/retain license

Users' core action reduced around the time of renewal,
decision makers stopped attending executive board
reviews and quarterly business reviews

Value Realisation Dashboard, potential ROI boost Pitch

​

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.

Executive Business Review with decision makers
to present realised and potential value

Once 90 days before renewal, once 30 days before renewal

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

Decision Maker/BU Heads

Brand found an alternate product for their JTBD

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

Competitor Battlecards, option to pause license, price discounts

​
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.

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

One-time offer to pause, monthly organic nudge via battlecards,
one-time offer around renewal for slashed prices

Opt resume of contract before pause period ends,
Time to reactivate after pausing,
CSAT improvements around pricing

Practioner - Casual, Core and Power Users

Frequent product bugs and missing features

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

Product Enhancement Request Prioritisation,
On-time Product Release Updates,
Grievance Redressal via Seat Discounts

​

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

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)

Quarterly product release and enhancements, ad-hoc discounts

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

CXO, VPs, Directors and other primary decision makers

No need for the Sprinklr solution due to
budget issues/organisational re-structure

Noticeable negative actions after major company announcements,
price slash demands around renewal, deletes in user seats

Offer product suite switch/propose level down instead of full churn

​

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

​

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!

One-time around renewal or as and when major
company announcement are made public

Opt to switch suites, # predicted logo churns that
moved to downsell, Pricing discounts opted