Transportation solutions provider hits the fast lane, unifies data across all operations

It maintains thousands of kilometers of highways, manages nearly two dozen airport terminals and supports urban transport services for daily passengers. 
 
The company’s operations are divided into three distinct business units — airport, road and train — which have traditionally functioned independently. Customer experience data management was fragmented across these units, making it challenging to consolidate and analyze information effectively. This lack of a unified solution for content publishing, data collection and analysis specific to each unit hindered decision-making and reputation management within each sector. To address this, the company sought a more integrated approach to streamline operations and enable better collaboration among teams.

"We wanted a platform that unified all available customer experience data," explains the company’s customer experience (CX) director. The company, he says, wanted to embrace innovation and enhance its overall efficiency. 
 
He and his team looked for a solution that would reduce manual work and enable:  

• Brand reputation management with real-time, omnichannel social listening 
• Visibility into each business unit's social campaigns and associated data 
• Effective communication and exchange of information between teams

A unified platform would enable teams to speak the same language and facilitate collaboration. It also improves workflows with external parties, such as advertising and PR agencies.  

Optimizing social campaign management 
Sprinklr now powers the transportation solutions company’s campaign management across Facebook, X, Instagram, YouTube and LinkedIn. Sprinklr Marketing’s comprehensive dashboards and campaign organization allow the company to analyze its social content performance more effectively. Before Sprinklr, the team could spend hours chasing down data for various campaigns and social posts to prepare an official marketing performance report for the board of directors. Now, teams have all performance data at their fingertips in real time, alongside data on content performance, crisis topics and number of mentions in key topic areas.   

"Bringing all paid media management into a single platform with Sprinklr allows for effective management of advertisements on social networks, display networks and even offline," says the CX director. "We have everything from ad creation to performance analysis — including creative approvals, A/B testing and various segmentations — in one place. This also increases governance in controlling advertising expenses, allowing the company to work in harmony with the agency throughout the process." 

Streamlining internal and external communication 
"With the Sprinklr Marketing module, our first challenge was to organize the company's institutional communication on a single platform — whether on social networks, internal communication or offline communication assets," explains the CX director. This would allow for better workflow management, approval control and asset organization. This is particularly critical for the company, as teams work closely with external creative agencies to produce social content. Today, editorial calendars and task management provide visibility into what is happening day-to-day; automatically-generated team performance reports allow for course correction and optimization of time spent in meetings and email exchanges; and content approval flows now facilitate governance of what’s being disclosed on social networks.  

Managing brand reputation with social listening 
With Social Listening from Sprinklr Insights, the company now aggregates all media mentions for each of its business units onto one platform. A custom integration with the company’s internal PR scoring system enables the real-time visualization of news coverage from TV, radio and printed media sources throughout the region where the company operates. Since urban mobility incidents can occur around the clock, having real-time media tracking capabilities is essential, allowing them to promptly respond and adapt to unfolding events and ensuring the efficient management of their services and reputation. When major political events led to road closures around major cities, for example, the company was able to monitor events in real time and adjust services accordingly.  

Unifying data onto customized dashboards accelerates decision-making during crises and facilitates day-to-day management of the company's reputation. "Additionally, Sprinklr's customizable configuration possibilities allowed us to plot our own PR team performance indicators, which are considered for the teams' goals," says the CX director. 

Getting critical information to stakeholders 
To put this data in the hands of teams and stakeholders who need it, the company uses personalized newsletters and real-time alerts as well as presentations and dashboards for those stakeholders who don’t have platform seats. "This was a game-changer that generated a cultural impact within the company," says the CX director. "We currently have more than 150 active dashboards, 10 newsletters being sent out daily or hourly and have created approximately 140 presentations."  

Omnichannel view of customer sentiment and satisfaction data 
Sprinklr Insights allows the company to integrate more third-party data sources to help gauge customer sentiment about its services. For example, it now reviews traditional research results, institutional website performance data, messages in public WhatsApp groups, and proprietary communication panels across business units. "This makes the Sprinklr dashboard a true central hub of customer perception and satisfaction data for us," says the CX director of the result. Before Sprinklr, the company’s Reputation team spent up to two weeks pulling together data from reputation surveys. Now, in just three days, the team can access real-time data from Sprinklr dashboards, numbers from first-party ingestion and more from external data sources.  

The CX team is now implementing Sprinklr Service, as the company redefines customer service with an AI-powered platform that unifies voice, digital and social channels.  

"We are onboarding all the ombudsmen from different business fronts onto Sprinklr Service," says the CX director. "This will be the first time that different teams will work on a single platform that unifies results and generates actionable insights about structure, business and our services." 

As the company’s partnership with Sprinklr deepens, it will bring email, social, phone and WhatsApp together, with all contacts for airports, highways and urban mobility units handled and managed directly on Sprinklr. "This is only possible thanks to Sprinklr’s integration capability with legacy systems. It's generating an unprecedented technological impact on our ombudsmen's daily lives," says the CX director.