During the last couple of years, Microsoft has been rapidly increasing its investment into the communications landscape, supporting better interactions between colleagues worldwide. Most recently, Microsoft technology has begun to evolve with a new focus on the customer experience avenue. Microsoft Customer Experience platform is just one of the new tools created to help companies better serve their audience in today's world. The Microsoft Customer Experience platform is a "customer engagement" solution built by Microsoft to empower companies invested in incredible CX. The technology provides companies with full ownership of customer data, so they can connect with customers in a more personalised format.

Over the last year, Sprinklr has repositioned itself as a customer experience cloud, centered around its former role as a social media listening and management platform. In another move to boost its capabilities, the company is today is adding the first installment of an artificial intelligence layer to its platform, called Intuition. It initially tackles the customer care flow in the platform, where brands are often overwhelmed by the volume of social posts requesting help, asking questions or making complaints. Sprinklr supports management of 26 different social platforms, and the company says that 80 percent of customers are reaching out to brands via social. Intuition can process more than 700 million messages a day across the social channels and employs machine learning to help it become better at recognizing patterns.