{"id":71847,"date":"2025-06-26T19:30:58","date_gmt":"2025-06-26T18:30:58","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=71847"},"modified":"2025-10-19T10:13:47","modified_gmt":"2025-10-19T09:13:47","slug":"customer-service-is-the-new-marketing-reimagining-the-golden-concept-sprinklr","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/contact-center\/customer-service-is-the-new-marketing-reimagining-the-golden-concept-sprinklr\/","title":{"rendered":"&#8220;Customer Service Is the New Marketing&#8221;: Reimagining the Golden Concept"},"content":{"rendered":"<p>46 percent of organizations are funneling more AI investment into customer service than any other customer-facing function.<\/p>\n<p>That&#8217;s according to a 2025 CX Today study entitled: &#8220;<a href=\"https:\/\/www.cxtoday.com\/report-ai-in-customer-experience-where-are-we-now-and-where-are-we-going\/\">AI in Customer Experience: Where Are We Now, and Where Are We Going?<\/a>&#8221;<\/p>\n<p>The statistic underscores how the contact center has become ground zero, a test bed for AI.<\/p>\n<p>A cynical take on this is that many businesses sense the opportunity to cut costs in customer service by replacing live agents with AI.<\/p>\n<p>Recent service team layoffs at the likes of Sky, Zalando, and even Salesforce embolden this view.<\/p>\n<p>Meanwhile, some CX vendors have promised to help companies replace their service staff. One even underscored <a href=\"https:\/\/www.cxtoday.com\/crm\/oracle-pledges-to-automate-all-customer-service-revamps-its-cx-ai-toolkit\/\">its goal to help brands automate the entirety of their support operations<\/a>.<\/p>\n<p>However, if customer service is still \u201cthe new marketing\u201d, is this a sensible objective?<\/p>\n<h2>Revisiting the \u201cCustomer Service Is the New Marketing\u201d Concept<\/h2>\n<p>The &#8220;customer service is the new marketing&#8221; principle implies that excellent support experiences lead to happy customers who will advocate for the brand.<\/p>\n<p>It also underscores how service teams can help retain customers. That\u2019s highly beneficial. After all, decades-old studies suggest that acquiring a customer is five to 25 times more expensive than retaining an existing customer \u2013 as noted in <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noopener\">the Harvard Business Review<\/a>.<\/p>\n<p>Given all this, the concept of &#8220;customer service is the new marketing&#8221; has much merit.<\/p>\n<p>However, in 2025, is a digital, AI-led experience memorable enough to create advocates and retain existing customers?<\/p>\n<p>Maybe, for now. After all, the space is still swamped with previous-generation chatbots that stumble, forget, and frustrate.<\/p>\n<p>Nevertheless, as AI becomes increasingly advanced, an excellent customer service experience may not be fully automated. Instead, human agents will take more of a strategic role, add extra value, and deliver something special.<\/p>\n<h2>AI &amp; Orchestration: The Best Path Forward<\/h2>\n<p>Across transactional engagements, customers generally want a fully automated experience.<\/p>\n<p>However, by aiming to automate everything, contact centers miss out on opportunities to further customer relationships, generate value, and act as the new marketing department.<\/p>\n<p>As such, contact centers should not only consider where is best to deploy automation but also where is best not to.<\/p>\n<p>That process starts with understanding the contact center&#8217;s demand drivers, considering each&#8217;s value and repetitiveness.<\/p>\n<p>Contact centers should aspire to automate low-value, highly repetitive queries first.<\/p>\n<p>In doing so, they can gain that breathing space to reconsider high-value, highly repetitive queries. These are where loyalty is won and lost.<\/p>\n<p>Consider how the current service experience goes, and instead of removing the pain point that drives the contact or employing automation, ask: can we respond with a human to uplevel the experience?<\/p>\n<p>If that human can deliver invaluable empathy, reassurance, or up\/cross-sell, redesign the customer journey, give live agents the tools they need, and empower them to become value drivers.<\/p>\n<h2>Aramex: A Case Study<\/h2>\n<p>Aramex, a prominent global logistics and transportation brand, moved to the Sprinklr Service CCaaS platform in 2022 with the aim to reimagine its contact center operations.<\/p>\n<p>Many industry onlookers value Sprinklr for its conversational AI prowess and ability <a href=\"https:\/\/www.cxtoday.com\/contact-center\/the-future-of-social-customer-service-an-inside-look-sprinklr\/\">to bridge contact center experiences with what is happening on social media and third-party review sites<\/a>.<\/p>\n<p>By targeting those low-value, high-repetition contacts, Amarex worked with Sprinklr to handle 20.2MN customer queries automatically in less than three years. It has also saved 1.3MN hours of agent time annually.<\/p>\n<p>Yet, it has not only applied conversational AI; Amarex has reimagined customer experiences with proactive messaging and journey orchestration.<\/p>\n<p>With proactive messaging, it has gone beyond contact automation to stop contacts before the customer can reach out. That&#8217;s more memorable than a pleasant bot engagement.<\/p>\n<p>Regarding journey orchestration, Amarex has empowered its agents with new solutions to guide them through contacts, spotlighting the opportune moments to add that all-important human touch.<\/p>\n<p>As a result, the company not only improved operational efficiency but enhanced the overall customer experience, leading to increased satisfaction and loyalty.<\/p>\n<h2>Final Thoughts: People Will Remember How You Make Them Feel<\/h2>\n<p>Customer experience isn\u2019t just about the product or service, it\u2019s about how a business makes someone feel throughout the journey and long after the purchase.<\/p>\n<p>Maya Angelou said it best:<\/p>\n<blockquote><p>&#8220;People will forget what you said, they&#8217;ll forget what you did, but they&#8217;ll never forget how you made them feel.&#8221;<\/p><\/blockquote>\n<p>Emotional customer service engagements offer an opportunity to make a human-to-human connection that leaves a memorable imprint on the customer.<\/p>\n<p>Human agents that engage intelligently in the moments that matter will be a brand\u2019s best marketers.<\/p>\n<p>With its CCaaS and AI expertise, Sprinklr supports businesses in automating transactional interactions, giving them breathing room to think more strategically, and delivering human-led value.<\/p>\n<p>Indeed, it helps service teams understand what&#8217;s valuable and what&#8217;s not before orchestrating new experiences that benefit the customer and human agent, who starts to play a more strategic business role.<\/p>\n<p>For more on Sprinklr\u2019s broad customer experience portfolio, visit: <a href=\"https:\/\/www.sprinklr.com\/\" target=\"_blank\" rel=\"noopener\">www.sprinklr.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>46 percent of organizations are funneling more AI investment into customer service than any other customer-facing function. That&#8217;s according to a 2025 CX Today study entitled: &#8220;AI in Customer Experience: Where Are We Now, and Where Are We Going?&#8221; The statistic underscores how the contact center has become ground zero, a test bed for AI. [&hellip;]<\/p>\n","protected":false},"author":4063,"featured_media":71849,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11850,62063],"class_list":["post-71847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center","category-marketing-sales-technology","tag-artificial-intelligence","tag-ccaas","tag-chatbots","brands_to_track-sprinklr","editorial_type-interview","intent-evaluation","target_audience-dual"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>&quot;Customer Service Is the New Marketing&quot;: Reimagining the Golden Concept - CX Today<\/title>\n<meta name=\"description\" content=\"CX Today covers Contact Center &amp; Omnichannel\u200b news including Artificial Intelligence, CCaaS, Chatbots and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cxtoday.com\/contact-center\/customer-service-is-the-new-marketing-reimagining-the-golden-concept-sprinklr\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"&quot;Customer Service Is the New Marketing&quot;: Reimagining the Golden Concept\" \/>\n<meta property=\"og:description\" content=\"CX Today covers Contact Center &amp; 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