Global manufacturer unifies customer feedback management to improve after-service care

Challenge

A leading global manufacturer manages after‑service customer feedback across multiple countries at scale, where each interaction shapes long-term customer perception.

However, the company relied on a rigid, manual survey process that made it difficult to adapt workflows across regions. Teams had to manually extract and transfer data across systems to analyze results, slowing their ability to uncover insights and act on feedback.

As a result, fragmented workflows limited visibility, delayed issue resolution, and made it difficult to continuously improve the after‑service experience at scale.

Solution

Unifying feedback into a scalable program 
In just a few months, the company transformed a fragmented feedback process into a unified, harmonized program. Using CFM’s survey builder and workflow automation, the team built a survey that delivers higher‑quality responses. It only needed to be configured once and is now used across all markets, creating one unified survey program that spans multiple countries and includes integrated analytics for streamlined management.

Instead of rebuilding surveys from scratch or relying on rigid templates, local teams add their translations directly inside Sprinklr. In this way, the same framework works consistently across teams and regions. What once required lengthy setup and manual customization is now a smooth, repeatable workflow. This shift is expected to accelerate deployment significantly as adoption grows.

“Just with translations, we can deploy a survey for another country, so it decreases our deployment times for after-service surveys,” says the company’s lead data analyst.

Spotlighting what customers need with AI-powered insights 
After implementing Sprinklr CFM, the company gained a clearer view of customer feedback. The team was able to import historical and current response data for multiple countries, identifying trends over the past 12–24 months. Using AI within Sprinklr, they automatically grouped open-text feedback into categories such as staff competence, product issues, and service delays. This improves visibility into key pain points and positive trends across markets — at a glance.

Because each market has unique dynamics, the team also uses CFM to track region-specific KPIs without needing custom business intelligence (BI) work. Dashboards break down NPS and CSAT metrics by agent, while highlighting product-level NPS to pinpoint where satisfaction dips.

The CFM platform also generates concise summaries, giving managers a quick overview of customer feedback without additional manual effort.

“The categorization of open-text answers and the summarization of pain points are extremely useful. Sprinklr gives us everything in one place,” says the lead analyst.

Putting insights into the right hands for rapid action 
CFM makes it easier for the team to get relevant insights to the right stakeholders so they can act on them.

When scores drop, local leadership is alerted and can adjust training as needed. This is particularly important for service technicians, who are often considered the face of the company — their performance directly shapes the customer experience. When repeated issues are identified, feedback is shared with the appropriate service teams to investigate and address potential gaps.

Product-related feedback is also routed directly to product teams. When product NPS declines or recurring themes appear in open-text responses, product managers receive that input and can investigate potential design or reliability issues more quickly.

As a result, teams now operate with a more structured feedback loop, with clearer visibility into performance across functions and faster response times when issues emerge.

Outcome

While still in the pilot phase, the company is already seeing operational benefits. It has achieved multi‑market go‑lives in three countries. The harmonized survey structure has reduced setup time, with faster deployment cycles and significantly less manual effort required from the data team.

By bringing surveys, analytics and dashboards into one platform, the company has replaced a tangle of tools and spreadsheets with a unified CX solution. AI‑driven visibility allows teams to address after‑service pain points more quickly, without relying on manual analysis or additional BI tools. Internal adoption continues to grow as teams see how much more efficiently they can work with CFM’s dashboards and AI capabilities.

The manufacturer sees Sprinklr’s CFM solution as the foundation for a smarter, more connected customer experience program, with the next phase already underway. As SAP CRM is rolled out across the region, Sprinklr will support a fully automated, closed‑loop feedback system.

“We are now switching countries to use SAP as a CRM system,” says the data analyst. “All requirements from countries — such as flexible survey creation, survey management, opt-out management, and subscription management — are easy to manage through Sprinklr.”

Soon, all after-service ticket data will flow automatically from SAP into Sprinklr, triggering survey sends to customers when tickets close. When a customer responds, Sprinklr will automatically open a case, enabling agents to follow up quickly and resolve issues before they escalate.

“We are working toward completing the entire feedback loop within Sprinklr,” the data analyst says.

As the system matures, the company expects improvements in ticket resolution, technician performance, and product feedback scores — helping drive a more proactive service experience and stronger customer loyalty and satisfaction.