Sprinklr Acquires NewBrand to Improve Customer Experiences

Enterprise social technology company Sprinklr, Inc. recently acquired location-specific text analytics software company NewBrand. With the integration of NewBrand’s technology, which applies sophisticated unstructured data analytics to social and customer engagement data, Sprinklr’s customers will reportedly be able to unearth a deeper layer of customer insights from across more than twenty social channels, thereby creating more valuable customer experiences.
"According to Zendesk, 45 percent of consumers use social media to share negative customer service experiences, while only 30 percent share positive experiences," said Matthew Tennant, global director of Social at McDonald’s. "That divide means that marketers cannot simply rely on surface-level feedback to evaluate customer experiences. We need to dig deeper, and adding sophisticated location-specific text analytics to the Sprinklr platform will afford us a unique opportunity to improve precision and relevancy in our social engagement across every channel and maximize positive outcomes for our customers."
Sprinklr was reportedly built to be a complete social operating system. Adding NewBrand’s industry context and predictive analytics is intended to continue to build a ‘brain’ that allows customer-facing teams to create more relevant and valuable experiences that simply cannot be achieved by existing engagement and analytics point solutions.
As part of the integration, NewBrand’s Washington, D.C. headquarters and staff, which support global clients like Hyatt, Subway, Kohl’s, and the Washington, D.C. Government, will become Sprinklr’s newest global office.
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