The Customer Is Always The Hero

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“What we say doesn’t matter. What our customers say is what matters!”

Those are the words of Ragy Thomas, founder and CEO of Sprinklr, a customer experience software platform used by an incredible list of clients that includes nine of the 10 most valuable brands in the world and whose mission is to enable every organization on the planet to make their customers happier.

I had the chance to interview Thomas at a recent conference in Dubai. We began by discussing the company’s vision, which he conceived in 2009 and is just as appropriate today as it was back then: To be the world’s most loved enterprise software company.

Now, that’s a pretty lofty vision, and I love it. Some might even refer to it as a goal. I can envision Sprinklr’s leadership team meeting to discuss new ideas and products and how this vision might come up in the discussion. I can picture Thomas asking the question behind his vision, “Is what you’re proposing going to help us continue to be the most loved enterprise software company in the world?”

Phrasing the vision in the form of a question can help reveal the opportunities and pitfalls of a new idea. It’s obvious that if the answer is “No,” the discussion changes the approach to the new idea. It could even stop the discussion altogether. But if an idea is in sync with the vision, the question fuels the conversation.

So, how do you define what customers love? The answer comes in the form of feedback. And here is where Thomas shared another concept: The customer is always the hero.

Specifically, Thomas referred to how Sprinklr gets feedback and sums it up by saying, “What we say doesn’t matter. What our customers say is what matters.”

So, I asked, what kind of feedback works? I was surprised to hear Thomas stays away from the Net Promoter Score (NPS) question, which is: On a scale from zero to 10, what’s the likelihood that you would recommend us to a friend or colleague? Thomas said, “The NPS question makes the company the hero. It is a little presumptuous to be asking customers if they would recommend us, which means we get to be the hero again.”

Of course, Thomas would love for customers to recommend them, but he wants the focus to be 100% on the customer. He wants to make them the heroes, and what he cares about is knowing the customer is happy. It’s that simple, which is why he believes the right question for Sprinklr is: On a scale of one to 10, how happy are you with us?

So, if a customer rates the Sprinklr product and experience as any number less than 10, there is a follow-up question: What three things could we do to get you to give us a 10?

And if you didn’t already notice, the customer’s happiness is tied to their vision. They want their customers to love the company, so much so that Thomas believes that a score of 10 is the only acceptable score. If the customer were to rate them less than a nine or 10, Thomas and his team want to know why and what they can do to improve the product or experience.

Some may argue that any simple feedback question similar to NPS, CSAT or any other rating gives you a base to know the overall customer sentiment. I don’t disagree, but I do like that Thomas and his team are purposeful about always putting the customer first and their desire to get them to love Sprinklr at the center of the conversation. In the end, it may not matter what words Sprinklr uses to create feedback questions. What matters is knowing that they are achieving their vision, which is worth repeating: To be the world’s most loved enterprise software company.



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