Sprinklr Customer Feedback Management
TL;DR
I led the end-to-end product design for Sprinklr’s new Customer Feedback Management (CFM) solution, collaborating closely with PMs and engineers. I helped define the product strategy, shaped the survey-to-action workflow, and delivered a scalable system that closes the feedback loop across listening, analysis, and response. The product filled a key gap in Sprinklr’s CX suite and unlocked a new market opportunity in enterprise feedback management.
Team
3 x UX Designer
4 x Product Manager
10 x Developer
Timeline
Sep 2023 - Now
Role
UX Design
Strategy Design
Context
What’s Customer Feedback Management (CFM) ?
Customer Feedback Management (CFM) is a structured, end-to-end approach that enables organizations to collect, analyze, and act on customer feedback at every stage of the journey.
Sprinklr CFM aimed to create a framework that helps businesses capture feedback, gain insights, and drive meaningful improvements in customer experience and performance.
Context
Problems in Current CFM Markets
Traditional surveys are struggling to keep up with today’s challenges. With low response rates, outdated formats, and fragmented feedback sources, marketers find it increasingly difficult to gather quality insights.
The manual processes required to analyze survey data only add to the frustration, leaving businesses with delayed actions and missed opportunities to truly understand their customers.
Overall Outcome
What Sprinklr CFM succeed?
Serving 1200+ Sprinklr Enterprise clients
Span across 75+ countries
$724M+ Short-term market opportunities
$9.3B+ Long-term market opportunities
New Enterprise Clients Winning
Featured in
"Sprinklr is the easy choice for enterprises with large social media and ratings and reviews volume that are looking to add to or expand their CFM program."
"Sprinklr’s solution offers a clean UX with powerful direct and indirect CFM data gathering, analysis, reporting and automation. AI in data analysis and GenAI in customer-facing messaging offer well-designed and time-saving activities throughout the range of customer interactions."
Sprinklr CFM
More Than a Survey Tool.
An End to End Solution for Feedback Collection, Analysis, and Action.
How Enterprises Manage Feedback Today
Talked to Clients
Understanding Today’s CFM Workflow
To kick off this project, I collaborated with UXR to conduct 11 interviews with CX managers and analysts from our clients, uncovering how enterprise teams plan, collect, and respond to customer feedback. This helped me map their workflows and identify key pain points and opportunities.
Lengthy, Multi-System Workflows
Survey design to response handling spans too many tools—slowing teams down and introducing avoidable friction.
Fragmented Tools, Disconnected Experience
Each step depends on a different platform, creating data silos and a broken, inconsistent CX process.
Zoom into Competitors
Where Legacy CFM Falls Short
To evaluate today’s market gaps, I conducted a competitive audit of leading CFM platforms—Medallia and Qualtrics—analyzing their strengths and weaknesses to identify where Sprinklr can differentiate.
Hard to Implement, Harder to Customize
Enterprise tools often require long, complex deployments—relying on technical teams and offering limited flexibility for business users.
Poor Integration, Broken Feedback Loop
Disconnected from unsolicited channels like support tickets or social, these tools delay action and fail to close the loop effectively.
Framing the Path Forward
Unified
Break silos, one system for all feedback.
Empowering
Proactive
Uesr Persona
Designing for the Right People
I defined two core personas to align the product with real enterprise workflows and decision-making needs. These roles directly influence how feedback is collected, interpreted, and acted upon at scale.
Laura
CX Manager at a Fortune 500 telecom company
Goals
Improve customer satisfaction and loyalty through data-driven decisions
Drive higher NPS, CSAT, and reduce churn across the customer journey
Deliver actionable insights to cross-functional teams to resolve pain points
Pain Points
Survey tools are fragmented and time-consuming to manage
Manual analysis delays insight delivery and team action
Difficult to connect feedback to business outcomes in a measurable way
David
Director of CX Business Growth at a leading consultancy
Goals
Expand the partner’s CX offerings and enter new markets
Align CX tools with client goals to deliver measurable business impact
Position the partner as a leader in customer experience strategy
Pain Points
Current tools lack scalability and slow down deployment timelines
Hard to demonstrate clear ROI and business value from feedback tools
Difficulty aligning new tech with both internal operations and client needs
Build
Design structured surveys tailored to specific goals (e.g. NPS, CSAT) and customer segments, ensuring relevance and clarity.
CX Manager, Insights Lead
Distribute
Deploy surveys via effective channels—email, SMS, in-app, or triggered by specific interactions—to ensure timely responses.
Analyze
Use dashboards and AI tools to extract themes, track sentiment, and segment results by region, persona, or behavior.
Analyst, Product Manager, CX Manager
Action
Leverage automated workflow to turn insights into automated actions - escalate issues, update customer records, etc.
Support Lead, CRM Ops, Product Ops
Plan and Scope Down
Scoping the Work with Agile Framework
To stay aligned with engineering and deliver value fast, we adopted an agile, iterative approach. Working closely with PMs, we broke down the CFM scope into smaller, trackable tickets tied to sprint milestones.
Introducing Sprinklr CFM -Turning
Feedback into Impact
It’s not about the number - it’s about what it tells us and what we’re supposed to do next.
Sprinklr’s Customer Feedback Management (CFM) helps brands turn raw feedback into real-time action. It brings together surveys, social insights, and support data into a single flow, so CX teams can listen, analyze, and respond without switching tools.
Built on a unified CXM platform, Sprinklr CFM automates insights, closes the loop faster, and ensures feedback directly informs business decisions.
Build
Survey Builder
Streamlines survey creation through a clear, step-by-step builder that simplifies organizing questions, logic, and styling.
Drives consistency and efficiency by using AI and existing platform data (like products or campaigns) to generate relevant, on-brand surveys quickly.
Build
Survey Preview
Preview surveys exactly as customers will see them, making it easier for teams to align before launch.
Enable fast, collaborative reviews across CX, product, and ops. No need for staging or handoffs.
Translation
Survey Translation
Enables global teams to deliver consistent survey experiences across regions, without building separate versions.
Centralizes all languages in one place so teams can manage, review, and update translations without duplicating work.
Translation
Distribution Translation
Integrates language delivery directly into the distribution flow, no need for separate setups or segmented campaigns.
Ensures a consistent, scalable experience across global audiences without adding workflow complexity.
Distribution
Distribution Dashboard
Centralizes distribution across all channels - email, SMS, in-app, QR, and more - so teams don’t need to manage multiple tools or handoffs.
Gives teams a unified dashboard to manage, track, and optimize all survey sends in one place.
Delivers surveys intelligently based on audience preferences and context, improving both reach and response quality.
Analyze
Response Analytics
Surfaces what matters most, turning large volumes of feedback into clear, actionable insights instantly.
Leverage AI to bridges raw feedback and action with auto-surfaced insights, suggested next steps, and root cause analysis.
Consolidates analysis into one view, eliminating the need to jump between tools or export data to interpret results.
Analyze
Set up Workflow
Centralizes automation into one flexible workflow builder, triggering real-time actions like case creation and follow-ups.
Seamlessly integrates with outbound systems like Salesforce to enable end-to-end, trackable feedback journeys across platforms.
Analyze
Triggered Case by Workflow
Automatically turns critical feedback into trackable cases, assigned to the right owner with clear priorities.
Enables full-loop resolution tracking in Sprinklr Case Console, giving teams visibility and accountability from trigger to closure.
Driving Value for Sprinklr and Its Clients
Closed the CX loop for Sprinklr by building the missing link between customer feedback and action within its existing ecosystem.
Delivered 13+ core features across 110+ unique product pages, covering the full survey lifecycle—from creation to distribution, analytics, and follow-up workflows.
Serving 1200+ Sprinklr Enterprise clients
Span across 75+ countries
$724M+ Short-term market opportunities
$9.3B+ Long-term market opportunities
New Enterprise Clients Winning
Featured in
"Sprinklr is the easy choice for enterprises with large social media and ratings and reviews volume that are looking to add to or expand their CFM program."
"Sprinklr’s solution offers a clean UX with powerful direct and indirect CFM data gathering, analysis, reporting and automation. AI in data analysis and GenAI in customer-facing messaging offer well-designed and time-saving activities throughout the range of customer interactions."