Sprinklr unifies CXM and CRM with Salesforce

Jay Vigeland

November 10, 20224 min read

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What happens when the global leaders in CXM and CRM come together.

There are a lot of acronyms out there for technology and processes that brands use to manage the most critical aspect of their business – their customers.

Two of the most common terms – customer experience management (CXM) and customer relationship management (CRM) – encompass a wide range of technologies and expertise. Although related, for many of the world’s largest companies, CXM and CRM operate in silos.

With rapidly changing customer expectations, this is simply not sustainable. 

So what happens when leading CXM and CRM solutions come together?

Unifying CXM and CRM

Salesforce is the global leader in CRM – or managing leads and interactions with the customer within a business.

Sprinklr is the global leader in Unified Customer Experience Management (Unified-CXM) – managing how customers are engaging with (experiencing) a brand via external channels. This includes listening to brand-relevant conversations across the internet, creating content, and engaging on platforms like social media.

The Sprinklr Unified-CXM platform pulls in petabytes of structured and unstructured data from customers’ engagements on 30+ external channels, including phone systems, chat apps, social media, review sites, and customer service platforms. Powered by AI, Sprinklr actively interprets all that data and provides insights to the company on measuring and improving customer experiences. It is the only unified platform that allows brands to create advertising and organic (unpaid) content to engage with customers across external channels like social media.

Our team has been integrating with Salesforce since 2017. With the expanded collaboration announced today – and working with strategic go-to-market (GTM) partners like Accenture – we can help organizations unify CXM and CRM and provide a truly complete view of the customer.

Unifying CXM and CRM enables customers to:

  • Connect unstructured, unsolicited, real-time social data to the customer data platform (CDP)

  • Build better social intelligence into marketing, product development, and care processes

  • Shorten the distance between the end consumer and brands

  • Extract maximum value from the investments in technology platforms

Global GTM Strategy

With this collaboration, Salesforce and Sprinklr will work with Accenture to identify mutual accounts and bring combined solutions to market for global enterprise customers.

“At Accenture, we are being asked more and more how to bring technology together – and how to structure organizations more effectively – to streamline technology deployments, maximize ROI, and deliver results both internally and externally,” said Robert Harles, managing director and global lead social media & emerging channels, Accenture Song. “Accenture Song continues to be on the leading edge of harnessing the ongoing technology revolution with its deep understanding of customers and enterprises to create new growth frontiers and opportunities. Our expanded relationship with Sprinklr and Salesforce will help our shared customers to continually collect data, extract insights, and act in a timely way to deliver exceptional modern experiences.”

Sprinklr Senior Vice President of Global Alliances Doug Balut said, “Sprinklr has been helping enterprises gain visibility into customer support issues and contact info through our integration to Salesforce for over five years. Now the integration has grown into a partnership.”

The Sprinklr and Salesforce platform integrations help the world's largest enterprises adopt a unified approach to CXM and CRM to provide better customer experiences and improved results for the business. Balut continues, “Sprinklr is looking forward to teaming with Salesforce and our partners like Accenture to help more enterprises eliminate operational inefficiencies, reduce costs, and improve customer experiences.”

Social Media Publishing, Listening, and Engagement

Large enterprises face unique challenges in the scope and scale of engaging across social media channels in global markets, across languages, and with different regulatory requirements. Sprinklr’s social media solutions have been designed working with the world’s most iconic brands to help ensure every customer conversation on 30+ digital channels is on-schedule, on-brand, and on-target.

Salesforce customers can easily manage social media through the Sprinklr Unified-CXM platform as part of an integrated CXM and CRM strategy.

For more information on how Sprinklr and Salesforce work together, a full list of Sprinklr + Salesforce integrations, or to request a demo, visit: www.sprinklr.com/salesforce. Sprinklr is also available on the Salesforce AppExchange.

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