Sprinklr Launches Social Index for Brand Engagement Benchmarking

Sprinklr launches the Social Index to benchmark how brands perform across social engagement, audience sentiment, and real-time customer interactions.

Sprinklr has launched the Social Index, a benchmarking framework that measures how effectively brands engage customers across social media and real-time digital interactions.

The benchmark analyses more than one million interactions across 1,160 brands over an 11-month period and evaluates how brands balance social activity with audience engagement and customer sentiment.

According to Sprinklr, the report highlights a widening gap between brand visibility and customer connection, with many organisations maintaining strong social activity levels while struggling to generate meaningful engagement or positive audience sentiment.

Unlike traditional social benchmarks focused primarily on posting frequency or campaign performance, the Social Index adjusts for viral spikes and compares brands against industry peers to measure sustained customer engagement across real-world interactions.

“The brands winning on social aren’t the ones saying the most, they’re the ones showing up in the right moments, with relevance and clarity to create meaningful connections. Brands don’t lack visibility. They lack relevance,” said Joy Corso, Chief Administrative Officer, Sprinklr.

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From Social Activity to Customer Impact

The Sprinklr Social Index uses a normalised 0–10 scoring system built from two core measurements:

• Brand Index: Measures posting cadence, responsiveness, and content performance
• Audience Experience Index: Measures engagement, earned conversation, and customer sentiment

According to the report, the combined scoring model highlights a recurring disconnect between social activity and customer perception across industries.

Key findings from the report include:

• Retail brands publish more content than any other sector, yet 78% fail to generate meaningful engagement
• 76% of technology brands remain in “Broadcast mode,” focusing heavily on launches while generating limited ongoing engagement
• Telecom brands recorded a median sentiment score of -19
• Financial services brands showed 45% negative sentiment levels despite high customer interaction volumes

According to Sprinklr, the findings suggest that many brands continue to manage social media as a campaign-driven channel rather than a real-time customer engagement environment.

A New Social Engagement Maturity Framework

The Social Index also introduces a five-stage maturity model designed to classify how brands engage customers across digital channels.

The stages include:

• Broadcast: One-way publishing with minimal engagement
• Presence: Consistent activity with reactive engagement
• Interaction: Two-way conversations and community engagement
• Resonance: Strong customer trust, advocacy, and emotional connection
• Convergence: Unified, AI-driven engagement across social, customer care, and insights operations

According to the company, organisations reaching the “Resonance” stage demonstrate a transition from visibility-driven publishing to sustained customer advocacy and trust-building.

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How High-Performing Brands Differ

Sprinklr stated that top-performing brands focus more on relevance, responsiveness, and timing of customer interactions than on content volume alone.

The report found that:

• Leading retail brands post less frequently but generate stronger engagement and earned mentions
• High-performing financial services organisations maintain stronger positive sentiment through faster response and issue resolution
• Telecom brands are improving public sentiment, focusing on clearer communication during customer friction points

The Shift Toward Unified Customer Engagement

According to Sprinklr, achieving stronger social performance increasingly depends on unified customer engagement operations combining listening, AI-powered insight generation, publishing, and customer care.

The company stated that fragmented social and customer experience systems risk increasing brand activity without improving customer connection or trust.

The launch reflects a broader enterprise focus on real-time customer engagement, AI-powered social intelligence, and integrated customer experience management across digital channels.

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