The Copernican Shift

Yesterday we learned how to discover the billions of conversations happening right now in modern channels. But then what? How can you possibly sift through those billions of conversations to find the proverbial needles in the haystack? Spoiler alert: You can't. But, AI can. And it can do it amazingly well. Today's episode is all about classifying the data so you can use what you've learned to drive actionable insights.

There are 4.7 billion people online. And 4.1 billion of them are on social platforms. The first step to building a true 1:1 marketing program is to discover what those billions of people are saying to you, about you, about your brand category, and about your competitors.

Wouldn't it be amazing to be able to blend the reach of mass communication, with the human-centric benefits of 1:1 personal interaction? Well, good news — you can do this today. And it's a marketing game changer. But how do you best create this mass one-to-one system? It all comes down to discovering conversations happening across modern channels, using AI to classify those conversations, and then responding appropriately.

We start out with a few important corrections from recent episodes. Then a quick happy birthday greeting to Nicolaus Copernicus, the father of the scientific revolution and inspiration of the Copernican shift— the idea of mapping perception to reality. And finally, we dig into mass 1:1 marketing. It's a blending of traditional direct marketing, but with the reach of broadcast. We're still adapting to this particular Copernican shift, and have a long way to go. But it's the future of customer engagement.

Understanding how your customers actually engage with you is too often undervalued. Generally, we build a process and assume it's working. Meanwhile, our customers are having little (or big) issues that hurt the overall experience. Finding these broken flows is critical to happy customers.

And, if you're selling B2B solutions, helping your prospects identify these broken flows can put you on a path to success. It's called Experience Selling, and it's an idea whose time has come.

Today we talk about food. Specifically, the experience around food choices and food preparation. Cooks know that the art of preparation can be just as enjoyable as the meal itself. And there's a lesson there for our own customer experiences. Plus, I throw in my famous Mushrooms à la Boursin recipe, on the house.

Sometimes business is like making potato salad. No really, it is. In today's episode we search for the secret to my grandmother's famous potato salad, and in the process learn some valuable business lessons about specificity, or the lack thereof. It's a recipe... for success.

If you're in the healthcare industry you're familiar with H-CAHPS. If you're not in the healthcare industry, you should be familiar with H-CAHPS. It's one of the first, large-scale customer experience measurement systems. And it's something we can all learn from. In today's episode, we look at measuring customer experiences, and how to improve ratings before they come back to haunt you.

We wrap up Super Bowl ad week with a few more of my favorites, including an inspiring Toyota ad, and a celebrity-filled, informative Paramount+ series. And, as an end-of-the-week bonus, we check out the GM Norway ad along with Norway's clever response. It's a little taste of the additional engagement that's been largely missing in this year's ads.

Another batch of Super Bowl ads, this time focusing on some that really delivered the goods, including Frito-Lay, Chipotle, M&M's, and WeatherTech. Plus, a quick look at the rather surprising lack of second-screen, online engagement, and what brands could have done to be more conversational.

For more Sprinklr Super Bowl ad analysis, go here:https://blog.sprinklr.com/talked-super-bowl-ads-sprinklr-insights/