Command, Not Control: Surviving Social CX Without Losing Your Soul - Sprinklr

Customers don’t complain in private anymore. They post. They tag. They amplify. And they expect a response before the next refresh.In this CX Today conversation, Rob Wilkinson speaks with Anish Singal, VP of Product Management at Sprinklr, about why “control” is the wrong goal for modern CX, and what it really means to command the moment instead.From AI signal detection and cross-functional war rooms to predictive analytics and governance at speed, this is a grounded discussion about how brands move from reactive firefighting to outcome-driven social CX.What you’ll take away:Why control breaks at the speed of social, and what “command” really means in practiceHow one social signal can escalate into reputational and revenue risk, and how to contain it earlyWhere AI shifts CX from reactive reporting to predictive actionHow to embed governance without slowing teams downThe three rules modern social CX leaders follow: understand meaning, measure outcomes, empower actionWhy employee experience is the foundation of sustainable, high-speed customer experienceWho should watch?:Chief Customer Officers, Heads of CX, and Contact Centre Directors navigating social-first serviceCMOs and digital leaders managing brand reputation in real timeCIOs and transformation leaders embedding AI into service workflowsRisk, compliance, and governance teams responsible for brand integrity at scaleIf your teams are still trying to contain conversations instead of leading them, this discussion offers a practical blueprint for building readiness, accountability, and measurable impact in 2026 and beyond.