Developing
A vendor benchmark. Sprinklr sells social management software, and the method was not described in the summary we read.
In 60 seconds
- CX Today reported in May 2026 on Sprinklr's Social Index benchmark.
- Retail brands lead in social activity, yet 78% fail to generate meaningful engagement.
- Sprinklr's Joy Corso said "Brands don't lack visibility. They lack relevance."
- The research emphasises that timely, relevant interactions across touchpoints drive loyalty more than visibility.
Impact Layer
- What changed
- A benchmark puts a number on social posting that does not earn engagement.
- Why it matters
- It supports shifting effort from output volume to relevance and response.
- Who is affected
- Retail and consumer brand social and CX teams.
- Martech stack area
- Marketing Automation
- Stack impact
- Measure replies, saves and conversions rather than post counts.
- Business impact
- Low Vendor research; how "meaningful engagement" is defined and the sample were not stated in the summary.
- What to watch
- The full report definitions and sample.
A CX Today roundup reports on Sprinklr’s Social Index, a benchmark published in May 2026.
The finding
- Retail brands lead in social media activity.
- Yet 78% fail to generate meaningful engagement.
- Joy Corso, Sprinklr’s chief administrative officer, observed: “Brands don’t lack visibility. They lack relevance.”
- The research stresses that timely, relevant interactions across touchpoints, rather than visibility alone, drive loyalty.
Our read
The summary does not define “meaningful engagement” or describe the sample, so the 78% is a vendor’s figure. The message is still sound: posting more is easy and answering well is hard. A useful check is to compare a month of your own posts against replies, saves, shares and conversions, and to count how quickly questions get a reply. We did not read Sprinklr’s report.
Sources
- CX Today: Big CX news from Zendesk, Qualtrics, 8x8 and Sprinklr (opens in a new tab)
Source of the figure and the quotation. Sprinklr's report itself was not read.