With the decentralisation of data and content, users no longer rely on traditional channels to govern their virtual existence — they can create, share, and consume in micro-worlds that reflect their personal values and tastes, says Haitham Elkhatib, Vice President of MEA at Sprinklr.
Haitham Elkhatib is Vice President of MEA at Sprinklr. Elkhatib is an experienced regional leader with a passion for building high-performing SAAS platform teams that earn the right to be trusted advisors to their customers and partners; in all matters about customer experience and insight-driven engagement.
Excerpts from the interview;
What must-have technology do brands need to add to their CX stack?
Brands need to understand that the customer journey is complex. With customers talking to and about brands on social media channels, messaging apps, review sites, blogs and more – no single customer data source is going to provide a comprehensive picture of what influences a purchase decision.
Brands also have to understand how to effectively gather customer data from multiple sources without running into three huge challenges: disjointed data, siloed teams, and disconnected technology.
We’re trying to tackle these challenges by helping brands deliver human experiences to every customer, every time, across any modern channel, at a once-impossible scale. Sprinklr can be deployed across the enterprise to provide each customer-facing department – marketing, advertising, research, customer service – with a unified view of the customer and the ability to provide consistent customer experiences.
We know that all companies are trying to unify all their technology capabilities when it comes to customer-facing functions. How do I bring my email marketing, my customer service, and my social media marketing together using only two or three platforms? Everyone has a Salesforce or Microsoft implementation, everyone has an Adobe implementation, and Sprinklr is quickly becoming the third or fourth platform that companies are implementing when consolidating their CX stack.
How do you see customer experience evolving in the future?
The future of customer experience is treating every customer like a unique individual – and easily having the ability to do this at scale.
Today when you call a customer service representative, you have to explain who you are, and what your question is. You may be transferred to another agent where you have to repeat your service question again. And, if you had sent a message to the company on social media about your customer service issue, the agent on the phone wouldn’t know this.
In the future, when a customer calls a customer service agent, the agent can pull up a profile detailing the customer’s every interaction with the company on any channel. And, agents will be able to provide product recommendations based on the customer’s unique needs.
This level of customer experience will require advanced automation and AI to track a customer’s journey in real time, along with the ability to build a single customer profile that is shared across multiple customer-facing departments.
How can brands tackle inflation and the corresponding impact on customer behaviours?
There will be heightened experience expectations as a result of increased prices and as a result greater scrutiny on brands. Consumers will pay more attention to value for money and practicality. With consumers looking to get the best value, brands should focus on highlighting the long-term value of their products. Additionally, as online shopping increases, optimising customer experiences across digital channels is more important than ever before.
What advice would you give brands to prepare for Web 3.0?
Brands should embrace Web3 as an opportunity to fuel creative ideas. With the decentralisation of data and content, users no longer rely on traditional channels to govern their virtual existence — they can create, share, and consume in micro-worlds that reflect their personal values and tastes. They can also find support and enrichment in like-minded communities of peers and create new markets for their own intellectual property.