L’Oreal enhances social personalization with AI

Dan Berthiaume
Senior Editor, Technology
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The world’s largest beauty brand is giving its customer experience on social media a makeover.

L’Oreal is leveraging the artificial intelligence (AI)-based Sprinklr customer experience management (CXM) platform to help customers receive personalized answers they need about any product, on any social media or messaging channel.

The company initially rolled out Sprinklr technology in 2017 to accelerate its social media strategy and enhance the customer experience. Since then, L’Oreal has expanded its use of AI-based tools to aid customer engagement with deployments such as a variety of Salesforce solutions it implemented in November 2019 to support tasks such as predictive and relevant product messaging, recommendations and offers across channels including social media. 

Now, as the COVID-19 pandemic continues driving more consumers to browse and buy products digitally, including via social channels, L’Oreal is deploying the Sprinklr Modern Care automated customer agent and Modern Engagement social media management solutions. Receiving hundreds of thousands of customer conversations and questions a month on social media, L’Oréal is looking to optimize its social customer service.

The company is partnering with Sprinklr to drive a new, three-part social marketing model called Listen-to-Engage. The model has three main components:

  • Listen: L’Oreal monitors brand reputation and detects interesting trends on Twitter, Facebook, Instagram, Sina Weibo, YouTube, WhatsApp, VK, BazaarVoice, and LinkedIn with Sprinklr Modern Engagement.
  • Learn: The company pulls AI-based insights from customer inquiries and comments that will feed product marketing.
  • Love: L’Oreal captures, route, and resolve every engageable customer message across markets and brands using Sprinklr Modern Care and AI capabilities.

“At L’Oréal, we are committed to providing the best consumer experience and have set ourselves the ambitious goal to become a 100% responsive company. Sprinklr is a great partner in our journey to enhance customer care in an age where instant direct conversations with brands became key for our consumers,” said Céline Dumais, global chief consumer care & experience officer of L'Oréal.

“Today, delivering the most powerful retail experiences starts with meeting customers on the channel of their choice,” said Luca Lazzaron, chief revenue officer, Sprinklr. “As the world’s leading beauty company, L’Oréal is known for trying to share the best of beauty with all. With Sprinklr, L’Oréal can now listen to these consumers, learn from them, and engage with them wherever they are.”