“Omnichannel” is a word to get used to as I expect we’ll hear this buzzword more and more as the technical marketing term to describe something relatively simple: the seamless customer experience. More on that in a minute.
It’s a word used in much of the media reporting on two announcements from enterprise social media firm Sprinklr yesterday, the first being that it had raised $46 million in new investment funding to value the company at $1.17 billion.
As Fortune magazine notes in its report, it’s a significant valuation increase in a short amount of time as Sprinklr’s last round of investor funding in 2014 valued the company at $520 million.
It’s Sprinklr’s second announcement yesterday that caught my attention most – the launch of the Experience Cloud, what Sprinklr describes as “a complete, integrated, and collaborative technology infrastructure that connects all of a brand’s social touch points.” It’s what they raised the $46 million for – to launch the Experience Cloud.
You’ll probably need a bit more than that to fully understand what Sprinklr is introducing, so here’s a 73-second video from Sprinklr explaining the Experience Cloud.
Let’s go back to the word “omnichannel.”
If we are in a world that’s about experiences, as many say we are – and as many of our own experiences as customers illustrate we are – then understanding the landscape and the behaviours of those in or on it become ever more important, whether you’re a marketer or a customer.
Omni-channel: While companies using this approach also use multiple channels to engage their customers they distinguish themselves through two additional factors: consistency and focus on devices involved within client interactions. These businesses are diligent to ensure that their customers receive the same experience and message through different channels and devices involved within their interactions with the firm. For example, a company that provides customers with the ability to engage it through a mobile app, social media portal and website would be focused to ensure that the look and feel as well as the messages they receive across each touch-point are seamless.
It’s a bit wordy, but I’d say it describes what Sprinklr’s new offering is about. The above-all keyword is “seamless” as one differentiator from “multi-channel.”
Add to that this piece from Stan Phelps in Forbes magazine:
The Experience Cloud promises a unified view of the customer. It allows brand to manage a multitude of touchpoints. The key question is speed. The problem for most organizations is that response times differ whether its social, phone, chat, e-mail, or snail mail. Sprinklr’s offering allows all of these channels to managed from one central hub. It allows brands to take a channel agnostic view with the ability to deploy resources and a workflow for each interaction. The biggest benefit is that response time can be greatly improved.
And in a marketing email coinciding with yesterday’s announcements, Sprinklr Founder and CEO Ragy Thomas says:
We believe every business must focus on delivering relevant experiences at every social touchpoint.
If you agree, then Experience Cloud may be for you.
Check out Sprinklr’s infographic: