I’m sure you’ve heard by now that ViralMoment is now part of the Sprinklr tech stack… which is interesting on its own, but it’s also gotten me thinking a bit differently about something we’ve all probably taken for granted for a while.

 

For years, we’ve kind of treated “listening to the customer” like it’s already a solved problem, and on paper, it feels like it is.

We’ve got surveys, dashboards, sentiment… all of it.

 

But the more I step back and really look at it, the more it feels like we’ve mostly been listening to a filtered version of what’s actually going on.

• Mostly text.
• Mostly summaries.
• Mostly what customers decide to tell us.

 

What’s starting to make me think differently about this is the shift to video.
It’s pretty simple when you step back…

We’re getting closer to seeing what customers actually do, not just what they say.

And those two things aren’t always the same.

 

Take something as simple as a product experience.

• A survey tells you if someone is satisfied
• Comments give you sentiment
• Reviews give you a version of the story someone chose to share

 

But video gives you a different lens.

You can start to see:

• How people are using something in real life
• Where they hesitate or get stuck (even if they never say it)
• What they care enough to post about
• What’s unexpectedly resonating

It just feels like a different type of signal.

 

The part that really sticks with me is this:

We’ve spent years building really strong ways to analyze customer feedback… but a lot of what matters was never feedback in the first place.

It’s behavior.

And until recently, that’s been much harder to capture or understand at scale.

 

So now I keep coming back to a few questions:

• What changes if product teams can spot patterns earlier, before they show up in surveys or tickets?
• What happens if marketing has a clearer view into what’s already resonating, instead of relying as much on assumptions?
• Could this help teams identify potential risks earlier, before they turn into bigger issues?

 

I don’t think we fully know yet.

But it does feel like one of those shifts where once you start thinking about it, it’s hard not to question how we’ve been doing things.

Like we’ve been building around what’s easiest to capture…
instead of where some of the most valuable signals might live.

 

Still forming my POV on this, but I keep coming back to this:

👉 maybe we’ve been “listening” to customers…
without really seeing the full picture

And that might be what’s starting to change.

 

Curious how others are thinking about this—where do you see this having the most impact in your world?