From Reach to Relationship: Why the Future of Creator Marketing Is Customer Experience
episode
Earned: Unlocking the Power of the Creator Economy
28 min
1 speaker
5 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the guest’s background and how did he arrive at the intersection of creator marketing and customer experience?
The concept of creators being purely a reach and engagement vehicle is also evolving. Creators are also now setting the benchmark for services and what to expect from brands as well. So it seamlessly goes from marketing and demand gen to voice of the customer and understanding and harmonizing and channeling the voice of the customer to actually setting services. service level expectations.
Welcome back to Earn by CreatorIQ, where the people actually building the creator economy come to share what's worked, what didn't, and what's next. I'm Tim Sove, Chief Partnerships Officer at CreatorIQ, and I'll be your host. Today's guest is one of the brightest minds in product and engineering, Karthik Suri, Chief Product and Corporate Strategy Officer at Sprinkler. We'll be diving into how customer experience, social, and creator are converging and what this means for. brands today. If your business is doing anything on social, and I know you are, then this episode is for you. Karthik, thank you so much for joining us today. I think it's gonna be a really interesting conversation because we have builders on this podcast all the time.
But they are business builders, they are founders, they're creative. You truly have a product-driven career. It's a different type of builder, and I think it'll be really interesting for the audience to hear what you've been up to. So, in your product-driven career, what's brought you to the center of customer experiences? Social at Sprinkler.
First of all, thank you so much, Tim, for hosting. I'm stoked to be here, everyone. My name is Karthik Survey, and you're you're spot on. I'm a builder at heart. I should make a confession, I'm a recovering engineer. So this is extremely meaningful for me to be among other builders and talk to you all and embrace uh what we are all doing, particularly in this creator economy where a rising tide lifts all boats. So I'm I'm thrilled to be here and have this conversation. With you. Throughout my career, the the connective fabric or the theme has been in bringing together technological prowess to business model evolution in ways that actually lifts up the society. And this is as as you know, customer experience and social experience is actually as good as a anchor towards that particular personal purpose as it is.
Been through a lot of technological waves through the course of three decades. Whether there was a web revolution, the mobile, social, and local revolution that happened in the in the early 2010s, you know, that particularly spoke to me because it wasn't about a single industry, but it was how social transformed multiple industries. I was in awe when I was working at PayPal and there was an acquisition of Pay Braintree, which had Venmo there, and they, you know, reimagined at that point. point in time how something as personal as a payment could become have a social component to it, how commerce at eBay would have a social component to it. Even when I was in industrial IoT at GE, digital machines were connected.
So when when I started reading books like the Platform Revolution, the connectivity and the network effect fascinated me. So when the opportunity at you know Sprinkler came about, I, you know, embraced it. particularly in a age of AI where where, you know, the the proliferation of data, the proliferation of experiences, the democratization of capabilities, the democratization of business models where every person gets to thrive and unleash their limitless potential was fascinating to me and therefore I'm here.
Thank you. And maybe you just answered this, but from a consumer and business perspective, how has social changed for in your view over the past decade?
It's actually changed exponentially um in the in the in the cup decade and a half that I've been deeply involved in it. First and foremost it it started as an engagement tool. From engagement it became an influence tool and now it's an impact tool. And that journey is fascinating to me. What started off as fun then became meaningful and purposeful and and now it is a life companion in in so many different ways.
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Chapters
5 chapters
1
What is the guest’s background and how did he arrive at the intersection of creator marketing and customer experience?
0:00–4:26
2
How has social media evolved from a simple engagement tool to an impact‑driving platform for brands?
4:26–10:55
3
Why is trust the defining currency of the creator economy and how does it shape the customer journey?
10:55–17:11
4
What challenges do global brands face when integrating creator marketing with their overall customer experience?
17:11–23:24
5
How does the Sprinklr‑CreatorIQ partnership create a unified system for insights‑to‑action across social, CX, and creator data?
23:24–28:16
Speakers
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