{"id":74740,"date":"2025-10-15T09:00:48","date_gmt":"2025-10-15T08:00:48","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=74740"},"modified":"2025-10-19T09:57:31","modified_gmt":"2025-10-19T08:57:31","slug":"sprinklr-takes-on-ccaas-giants-with-a-broader-platform-strategy","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/contact-center\/sprinklr-takes-on-ccaas-giants-with-a-broader-platform-strategy\/","title":{"rendered":"Sprinklr Takes on CCaaS Giants with a Broader Platform Strategy"},"content":{"rendered":"

Here\u2019s the best-kept secret in cloud contact center technology: it has become largely commoditized.<\/span>\u00a0<\/span><\/p>\n

Of course, some can offer a better voice platform, data strategy, and integration portfolio than others. Still, since the dawn of cloud-native solutions, the scope for differentiation has narrowed.\u00a0<\/span>\u00a0<\/span><\/p>\n

As this trend accelerates, hyperscalers \u2013 including AWS, Google, and Microsoft – have crowded the space, sensing an opportunity. \u202f<\/span>\u00a0<\/span><\/p>\n

Meanwhile, tech providers in adjacent markets \u2013 such as CRM, UCaaS, and even CPaaS \u2013 have thrown their hats into the ring.\u00a0<\/span>\u00a0<\/span><\/p>\n

However, few of the newer names to the marketplace have fared as well as Sprinklr.\u00a0<\/span>\u00a0<\/span><\/p>\n

After it swept into the CCaaS space in 2022, Sprinklr soon picked up major clients, including BT, Deutsche Telekom, and EE. Meanwhile, it raced into the <\/span>Forrester Wave for CCaaS<\/span><\/a>, outranking many industry stalwarts.\u00a0<\/span>\u00a0<\/span><\/p>\n

The report isolates Sprinklr\u2019s chief advantage: its CCaaS solution sits on a broader platform.\u00a0<\/span>\u00a0<\/span><\/p>\n

The Platform Advantage<\/span><\/b>\u00a0<\/span><\/h2>\n

Sprinklr didn\u2019t suddenly pivot into the CCaaS market when it entered three years ago. According to<\/span> Amitabh Misra, Chief Technology Officer at Sprinklr<\/span><\/b>, the move was part of a longer-term shift set out 15 years ago, when the company first aspired to build the world\u2019s best Unified CXM (Customer Experience Management) platform.<\/span>\u00a0<\/span><\/p>\n

That platform also comprises social media management, voice of the customer (VoC), and conversational AI solutions that encapsulate its CXM vision.\u00a0<\/span>\u00a0<\/span><\/p>\n

By cross-pollinating its platforms, Sprinklr leverages its broader platform to develop unique innovations, beyond what many pure-play CCaaS vendors can provide.\u00a0<\/span>\u00a0<\/span><\/p>\n

That differentiator accelerated Sprinklr\u2019s CCaaS mission, per Misra. \u201cCustomers were asking for AI capabilities and unified solutions rather than stitched-together point products,\u201d he said.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cBecause our platform already combined all these capabilities \u2014 voice, digital, AI, and cloud \u2014 we could offer something unique: a 360\u00b0 view of the customer across all channels, well ahead of traditional CCaaS players.\u201d <\/span>\u00a0<\/span><\/p><\/blockquote>\n

As service teams go further to share insights and align strategies with adjacent departments, that deeper customer view and broader product functionality set Sprinklr apart.\u00a0<\/span>\u00a0<\/span><\/p>\n

A Deeper Dive Into Sprinklr\u2019s Strategy<\/span><\/b>\u00a0<\/span><\/h2>\n

Sprinklr\u2019s VoC solution allows CX leaders to interact with their feedback. It pools insights and lets CX leaders ask questions such as: \u201cHow is my brand sentiment trending globally?\u201d Or: \u201cWhat are my customers currently most happy\/upset with?\u201d It then provides instant, contextual answers.\u00a0<\/span>\u00a0<\/span><\/p>\n

Such a capability could transform contact center reporting. Imagine not only viewing static outputs, but being able to question that data, unpacking what\u2019s driving numbers up and down, before making more contextual, targeted actions to improve key goals. That\u2019s the future, and Sprinklr is building it.\u00a0<\/span>\u00a0<\/span><\/p>\n

Also, consider Sprinklr\u2019s conversational AI arm. Its team is switching much of its attention to the CCaaS marker, building AI agents that can independently handle tasks like transferring calls, taking inbound or outbound calls, and managing multi-step interactions.\u00a0<\/span>\u00a0<\/span><\/p>\n

Additionally, they\u2019re plotting out the future of hybrid human-AI contact center teams. Misra stated:<\/span>\u00a0<\/span><\/p>\n

\u201cFor example, when an AI agent struggles with a task, it can escalate to a human agent. Supervisors can also monitor how both AI and humans interact in real time, improving guardrails and learning loops.\u201d <\/span>\u00a0<\/span><\/p><\/blockquote>\n

\u201cThese systems will also be self-learning, constantly improving through feedback and supervision,\u201d Misra concluded.\u00a0<\/span>\u00a0<\/span><\/p>\n

With Sprinklr, the only vendor to feature in both the latest CCaaS and conversational AI Forrester Wave reports, it’s pulling these two realms together in exciting new ways.\u00a0<\/span>\u00a0<\/span><\/p>\n

Yet, the provider isn\u2019t only paving the future of contact center automation and reporting. It\u2019s also rethinking the conventional CCaaS architecture.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

It\u2019s Not All About Voice Anymore\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n

Most customer service solutions center in on a core voice platform and routing engine. Everything is built around that. Fitting workflows around the core is an afterthought.<\/span>\u00a0<\/span><\/p>\n

However, thanks to SaaS tech, ecosystems, partnership programs, and APIs, brands can plot out their ideal service experiences and key workflows before pulling in key operational systems, like voice.\u00a0<\/span>\u00a0<\/span><\/p>\n

Sprinklr\u2019s approach seizes this opportunity. It recognizes that voice remains essential. However, its Voice Connect solution is composable and reimagined for the modern AI era.<\/span>\u00a0<\/span><\/p>\n

As such, contact center teams can design their ideal journeys and mould the platform around it. That\u2019s a significant step forward in an era where ACD systems are no longer the foundational contact center tech purchase.\u00a0<\/span>\u00a0<\/span><\/p>\n

More from Sprinklr<\/span><\/b>\u00a0<\/span><\/h2>\n

At its recent CX Unifiers event, Sprinklr made several more moves to unite the world’s contact centers, voice of the customer, and conversational AI.<\/span>\u00a0<\/span><\/p>\n

For more on its latest innovations and CCaaS vision, visit: <\/span>sprinklr.com<\/span><\/a>\u00a0<\/span>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Here\u2019s the best-kept secret in cloud contact center technology: it has become largely commoditized.\u00a0 Of course, some can offer a better voice platform, data strategy, and integration portfolio than others. Still, since the dawn of cloud-native solutions, the scope for differentiation has narrowed.\u00a0\u00a0 As this trend accelerates, hyperscalers \u2013 including AWS, Google, and Microsoft – […]<\/p>\n","protected":false},"author":4063,"featured_media":74745,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11850,62064],"class_list":["post-74740","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center","category-service-management-connectivity","tag-agentic-ai","tag-ai-agent","tag-ai-agents","tag-artificial-intelligence","tag-ccaas","tag-cloud-contact-center","brands_to_track-sprinklr","editorial_type-interview","intent-discovery","target_audience-dual"],"acf":[],"yoast_head":"\nSprinklr Takes on CCaaS Giants with a Broader Platform Strategy - CX Today<\/title>\n<meta name=\"description\" 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