Modern Care
The world's leading digital-first, proactive customer experience solution.

Explore Modern Care's Products

Sprinklr Voice

Reduce call volume with a radically different contact center solution

Self-Service Community

Build & manage an online community integrated into your Care strategy

Live Chat

Respond faster with personalized, data-driven 1:1 customer support

Conversational AI and Bots

Reduce costs by automating routine inquiries with conversational AI bots

Contact Center Intelligence

AI-powered, real-time data and insights that fuel proactive customer care

Contact Center Automation

Automate workflows and processes — and drive more first-contact resolutions

Agent Assist

Analyze conversations instantly & surface predictions, suggestions & alerts

Knowledge Base

Empower agents and customers with direct access to the answers they need

Modern Research
Make decisions informed by proactive, AI-powered research, based on the most complete set of customer experience data.

Explore Modern Research's Products

Social Listening

Real-time voice of customer insights on digital and traditional channels

Competitive Insights & Benchmarking

Analyze your content’s performance vs. competitors and best-in-class brands

Product Insights

AI insights from reviews & social: How customers feel about your products

Location Insights

Real-time, location-based analysis of face-to-face brand experiences

Visual Insights

Real-time visual intelligence that powers meaningful connections on digital

Media Monitoring & Analytics

Connect stories across social & news for a complete measure of earned media

Modern Research Lite

Start uncovering insights with a free 30-day trial. No credit card required.

Modern Marketing & Advertising
Build and protect your brand’s reputation, and take action at every point in the marketing lifecycle.

Explore Modern Marketing's & Advertising's Products

Campaign Planning & Content Marketing

Save time, manage brand risk, and increase ROI with AI-powered insights

Marketing Analytics

Get a unified view of campaign performance on 30+ channels & 3rd party data


Encourage, measure, and optimize employee advocacy for your brand on social

Social Advertising

Increase your ROAS, fuel collaboration, reduce risk, and unify reporting

The only Unified-CXM platform for enterprises powered by industry-leading AI.

Explore Platform Products

Active Data Retention

Ensure compliance and fuel reporting by securely storing up to 84 months of customer data.

AI Studio

Create customized, powerful AI text classification models easily — without coding.


Leverage robust RESTful web service APIs to integrate data and execute processes with external systems.


Extend the impact of Unified-CXM by connecting to all of your most crucial third-party systems.


Experiment and learn in an isolated test setting that mimics your live production environment.

All Products
31 products. 4 robust product suites. All on the only Unified-CXM platform.

Popular Use Cases

Customer Service

Deliver seamless customer service experiences across 30+ digital channels

Help Desk

30+ channels of AI-powered analysis, prediction & suggestions—in one place

Social Listening

Real-time voice of customer insights on digital and traditional channels

Contact Center

Manage customer care on 30+ digital channels from one AI-powered platform

Social Media Automation

Plan, manage & measure brand content across 30+ channels from one platform

Online Communities

Help customers learn from each other — and reduce agent workloads

Social Suites

Consolidate all of your social media needs on the only unified social suite

Social Advertising

Increase your ROAS, fuel collaboration, reduce risk, and unify reporting

Our Story
Founder's Letter
Culture & Talent
Investor Relations
Contact Us
Blog Home

The Value of Brand Communities

Sprinklr Team

August 11, 2020  •  4 min read

Share this Article

Today’s market is fueled by the power of the consumer. For the first time in history, consumers can purchase goods and services from companies and brands from across the globe. All of this means one thing: increased options and higher expectations.

Successful companies adapt to meet these rising expectations in myriad ways, including turning agents to advocates, communicating with customers on their channel of choice, resolving issues quickly with a personal touch, and using data to create a personal experience for each customer.

One of the best and most cost-efficient ways to invest in your customer experience is building a brand community. A gathering of loyal customers in a space to share knowledge, experience, and feedback has a wide range of benefits. Here are some ways that brand communities can solve your customer service needs and add value to your brand. Plus, a few examples of companies getting it right.

Foster customer loyalty

While it’s increasingly difficult to attract and retain customers, customers are still looking to align themselves with a brand or a company. A study from Accenture found that 80% of lost customers said the brand could have done something more to keep them as a customer.

Take Sephora — the beauty brand does a great job at fostering community among its customers through its online Beauty Insider Community. The expansive forum gives makeup and beauty product lovers a space to ask questions, share ideas, and connect with other enthusiasts to solve problems. The brand also offers significant customer loyalty benefits through its Beauty Insider program, including exclusive experiences, member discounts, and free samples and birthday gifts. All of this adds up to a brand community that helps Sephora customers feel connected to the brand — and other loyal followers. The result is a dedicated community that’s more likely to recommend the brand to friends and family, effectively making them an extension of the customer care and marketing team.

Drive product development

Not only are brand communities a place for loyal, engaged customers to connect, they’re also a built-in research and development hub upon which insightful brands can base their product development. Take Paramount Pictures and their recent revamp and re-do of their live-action film adaptation of the iconic Sonic the Hedgehog. After Paramount released a poster of the new film adaptation of Gen X’s favorite hedgehog on the movie’s official Twitter page, they quickly realized that fan reactions were less than favorable. When Paramount then released a teaser of the film at the Las Vegas Cinemacon, they faced another flurry of disappointed tweets and disapproving comments from fans and former Sonic game designers.

Paramount went back to the drawing board, completely redesigning the Sonic character, pushing the film’s release back nearly a year, and even releasing this statement from the film’s director Jeff Fowler:

Thank you for the support. And the criticism. The message is loud and clear… you aren’t happy with the design & you want changes. It’s going to happen. Everyone at Paramount & Sega are fully committed to making this character the BEST he can be… #sonicmovie #gottafixfast 🔧✌️

— Jeff Fowler (@fowltown) May 2, 2019

Paramount may have spent money and time on their product redesign. But thanks to their brand community they were able to retain customer loyalty, build a more trusting relationship with their audience, and create a better product (Sonic the Hedgehog ended up grossing more than $300 million worldwide).

Improve customer service

If you’ve ever attempted to build a website from scratch, you’ve likely looked into Squarespace. The website design provider offers customers a wide range of customizable templates, provides advanced data and analytics, and delivers engaging content that teaches users how to optimize the platform. But perhaps the best part of Squarespace’s service is the Squarespace Forum. Users can ask questions, offer their advice and experiences, and troubleshoot alongside peers and unlikely product experts. This forum fills a crucial void in the Squarespace customer service ecosystem: if and when customers aren’t able to find their exact answer in Squarespace’s original content or conversational ai and bots, they can find it from their fellow entrepreneurs, artists, and DIY-ers.

Not only do Squarespace customers receive coaching and advice from others who speak their language, but Squarespace saves time and money by being able to rely on their built-in community for customer self-service support needs. It’s a tech support potluck where Squarespace provides the ingredients and the kitchen, and the Squarespace community shares recipes, techniques, and meals. Brand communities naturally reduce the volume of customer support cases from email, phone, and social. All of this means massive savings for brands like Squarespace, as 49% of businesses with online communities report annual cost savings of 10-25%. 

Building a brand community helps your customers, and your business. It frees up your customer care agents, and turns your customers into brand advocates. Learn more about building and managing brand communities with Sprinklr’s online community platform.

Customer Care
Marketing & Advertising
Share this Article
products featured
Modern Care
Online Community Software

Article Author

Sprinklr Team

Learn more

Related Articles

Your customers don’t want to call you, and other hard customer care truths
Customer Care
Your customers don’t want to call you, and other hard customer care truths

Learn how to deliver seamless customer service to customers every time they reach out. Find out how Sprinklr Voice offers everything you need in a contact center solution

Shawna Malecki
January 26, 2022  •  4 min read

Read Article
5 customer care trends that will change the contact center experience in 2022
Customer Care
5 customer care trends that will change the contact center experience in 2022

To keep up with customers’ increasingly high expectations, care teams should consider 5 trends when building their strategies for 2022 and beyond. Learn more.

Wendy Mikkelsen
January 18, 2022  •  4 min read

Read Article
Why you need a unified contact center to keep up with customer expectations in 2022 and beyond
Customer Care
Why you need a unified contact center to keep up with customer expectations in 2022 and beyond

Organizations that will win and keep customers in the coming year are those that go the extra mile to ensure they build a seamless digital customer experience.

Wendy Mikkelsen
December 22, 2021  •  3 min read

Read Article


Modern CareModern ResearchModern Marketing & AdvertisingSocial Engagement & SalesUnified-CXM PlatformEducation ExperienceCitizen ExperienceSprinklr AI Sprinklr SandboxDeveloper Portal


Our ServicesTrainingPartnersAgencyDeveloper Portal
English (US)
English (GB)
PrivacyCookie PreferencesModern Slavery StatementIndex EgalitéTerms