Carlos Dominguez, president and COO of Sprinklr, notes that while marketing is about getting people to want to talk to a company, customer service is about interacting with someone who is already invested in the brand. His goal: get companies to blend those tasks in “ways that are radically different.”
Marketing today is not about what a company says. It's about what customers say about the company.
To Carlos Dominguez, that kind of thinking is a truism. “Taking someone who’s got a problem — who’s already a customer in a bad situation — if you can satisfy them and convert them to an advocate, that’s kind of the way of the new world,” he says. “But very few companies are thinking through that lens.”
As president and COO of Sprinklr, a U.S.-based enterprise social media management company whose clients include 40% of the Fortune 50 and companies like Microsoft, Nike, Gap, and P&G, Dominguez leads the company’s marketing, sales, services, and partnerships teams. Before joining Sprinklr, Dominguez spent 22 years at Cisco Systems, serving the last seven as a “technology evangelist” and representative for the chairman and CEO while delivering keynote addresses worldwide.
In a conversation with Gerald C. (Jerry) Kane, an associate professor of information systems at the Carroll School of Management at Boston College and guest editor for MIT Sloan Management Review’s Digital Leadership Initiative, Dominguez talks about what the brightest digitally-centric companies are doing today.
Give us a quick overview of what Sprinklr does and where you see the market potential.
As social has evolved, businesses are finding that they need to leverage it in everything they do, whether it’s servicing their clients or talking to them or listening to what they care about.
From the very beginning, the whole premise of Sprinklr was to provide an enterprise platform for large companies to be able to do everything that needed to be done in that new world with all of those different channels. We want to give brands some power to be able to engage with customers in the channels that they are choosing to use. When I say power, it’s about giving them information. It’s aggregating stuff for them, making them more intelligent.