Tuesday, June 14th, 2016 | 3 min read
Connected and empowered like never before, customers in the digital age have high standards. They live and breathe social, want companies to understand who they are, and increasingly expect personalized experiences when dealing with brands.
The good news for companies is that the data necessary to truly know customers and meet their needs is out there.
The not-so-good news is that the information is scattered all over the place, making it difficult for companies to gain reliable, actionable insights.
Information is siloed across websites, mobile apps, customer relationship management (CRM) systems, email services, e-commerce engines, databases and social channels, and countless other platforms that aren’t connected with one another.
Consider a customer who buys a microwave after seeing a Facebook ad and reading some online reviews. The microwave is broken when it arrives (things happen), so she contacts the brand on Twitter.
Despite purchasing the product and telling the brand there’s a problem, she continues to receive retargeting ads to buy it.
She’s frustrated, and rightfully so. From web, to e-commerce, to Facebook, to Twitter: the information was there, but it wasn’t connected—and the customer’s experience suffered.
Brands need a way to create relevant experiences by seeing all of their existing customer and social data in one place—to target and reach the right audiences with the proper message across multiple channels.
Most ways of segmenting audiences are labor-intensive, tedious, and generate underdeveloped insights. Moreover, privacy and legal restrictions prevent brands from extracting customer data from social channels at scale and integrating the information with their CRM systems.
These challenges inspired us to create Audience, the first solution that lets brands connect all of these customer data sources in one place—giving marketers the ability to create dynamic, intelligent, and actionable audience segments that they can target and reach across Facebook, Instagram, Twitter, Yahoo, LinkedIn, and more with relevant advertising content.
With Audience, brands can use social data to build audience segments in real-time. This means that users can manage their paid social campaigns with greater precision and increase their overall effectiveness.
Better context and stronger audience insights generate ads that are more relevant to consumers, driving higher engagement and allowing advertisers to allocate spend more efficiently.
What’s more, to solve the problem of handling disparate data, brands can use the customer information they already have—alongside social insights—to target and reach audiences with a relevant message at the right time, on the right platform.
And to help users operate quickly and at scale, Audience seamlessly connects customer data through the automation of manual tasks, allowing brands to create the best experiences for their customers.
In a world where an irrelevant online ad can turn even the happiest customer into a critic, Sprinklr Audience empowers brands to provide consumers with more of what they want, and less of what they want to avoid. Above all, it’s a solution to an age-old challenge for companies: knowing who their customers are, and meeting them on their terms.