Yango Play turns social noise into strategic impact, driving 30x engagement gains
Yango Play transformed reams of social data into strategic actions using Sprinklr’s Unified-CXM platform, driving 30% better performance and workflows as well as 30x higher engagement across MENA.
The Challenge
Yango Play, an AI-powered entertainment super app for streaming, music and interactive content across the Middle East and North Africa, faced a critical hurdle: turning overwhelming volumes of social feedback into meaningful business impact.
“We were not looking just to process volumes of social mentions,” explains Nancy Nabil, Regional Head of Customer Support and Community Management for Yango Play. "The challenge was to turn the feedback and information that we're collecting from our users into something actionable that improves their experience and strengthens our brand.”
The team needed to discern actionable insights from the data that could shape strategic engagement efforts and spark engagement. With multiple Arabic dialects adding complexity to the task, Yango Play required a solution that could accurately interpret local language nuances and convert raw data into strategic insights that drive results.
The Solution
To move from “noise to clarity and clarity to action,” as Nancy explains, Yango Play implemented Sprinklr’s unified customer experience management (Unified-CXM) platform to transform raw social feedback into actionable insights. The team leveraged Sprinklr Insights to listen, analyze and benchmark performance across multiple markets, while ensuring accuracy in Arabic dialects — a critical differentiator for the region.
Sprinklr Social Listening is now part of Yango Play’s Voice of Customer (VOC) program, enabling Nancy's team to capture and interpret feedback at scale, segmenting conversations by dialect and sentiment for deeper understanding. This linguistic precision allows the brand to uncover trends and identify engagement opportunities that resonate locally.
Sprinklr helped us lead the conversation, connect more and react faster. It’s not just workflows anymore. It’s real market impact.”
Yango Play integrates Sprinklr capabilities for:
- Precision listening across Arabic dialects — Using Sprinklr Social Listening alongside Yango Play’s Voice of Customer (VOC) analysis, the brand captures and interprets feedback at scale. By segmenting conversations by Arabic dialect and sentiment, Yango Play gains a deeper understanding of user needs, uncovering trends and identifying engagement opportunities that resonate locally.
- Competitive benchmarking for informed decisions — Yango Play also taps into Sprinklr Competitive Insights and Benchmarking solution to evaluate its performance against competitors. These insights guide business decisions based on segmented users across markets, enabling teams to respond more effectively to customers and resulting in measurable gains in engagement and brand visibility.
Beyond the technology, Nancy highlights Sprinklr’s collaborative approach: “They are very, very collaborative, very open to suggestions, and they actually take action on the feedback,” she says. The Sprinklr team works closely with Yango Play to test new features, refine workflows and ensure the platform delivers maximum impact across both global and regional teams.
The Outcome
Yango Play has achieved measurable business impact with Sprinklr’s Unified-CXM platform. The ability to accurately interpret Arabic dialects and segment conversations by sentiment and market now enable the brand to uncover trends and act on insights faster than ever before. As a result:
- Engagement has soared to 30x higher than competitors, thanks to their ability to track and respond to social conversations at scale.
- More than 2 million interactions have been generated in just four months across all social channels.
- Cross-functional teams, from marketing to leadership, now operate with a unified view of customer feedback, accelerating decision-making and strengthening brand presence across the Middle East and North Africa.
“Sprinklr helped us lead the conversation, connect more and react faster," says Nancy. "It’s not just workflows anymore. It’s real market impact.”
