How MCI helped Sprinklr deepen connections and conversations

Sprinklr, a US-based software company, offers an AI-native unified customer experience management platform that helps enterprises connect marketing, service and CX teams across channels to deliver consistent, AI-enhanced customer journeys. Building on two successful editions in Sydney, Sprinklr wanted to expand its footprint to Melbourne and create a customer experience forum centred on human and AI collaboration. MCI worked with Sprinklr to design an event format that combined plenary content, interactive demo zones and discipline-specific workshops, giving attendees hands-on time with the platform and space for richer conversations. The result was a Melbourne debut that delivered strong engagement, new business opportunities and deeper client relationships.

Brand Sprinklr

Industry IT

Service Meetings, Conventions & Conferences

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The challenge

Expanding Sprinklr’s audience to Melbourne

Sprinklr had run its CX Connect customer event in Sydney for two years and saw an opportunity to reach a new audience in Melbourne. The goal was to design a high-impact event that supported business growth through new prospect acquisition and stronger relationships with existing clients. The format needed to speak clearly to two core disciplines (marketing and customer service) and to demonstrate how human and AI collaboration can transform customer experiences. MCI’s challenge was to translate the proven CX Connect concept into a Melbourne edition that felt tailored, engaging and commercially effective.

The solution

A listening platform and a showcase for solutions

MCI partnered with Sprinklr to shape a one-day experience that would bring the CX Connect brand to life in Melbourne. Our team curated a programme that would keep 200 attendees engaged through a mix of plenary content, interactive demo zones and focused workshops. Demo areas would showcase Sprinklr’s platform across marketing and customer service use cases, giving participants practical, hands-on exposure. Our solution included the innovation of dedicated spaces for deeper discussions, targeted storytelling and valuable customer feedback on marketing and customer service. This structure would position the event as both a showcase for solutions and a listening platform that could inform future service enhancements.

The results

Stronger pipelines and closer relationships

The Melbourne debut of CX Connect achieved Sprinklr’s twin aims of new business development and client retention. Over 200 marketing, customer service and CX leaders filled the venue, creating a concentrated environment for networking and opportunity-building. The interactive demo zones proved highly effective, turning product capabilities into tangible experiences across both disciplines. Discipline-specific workshops encouraged richer conversations, allowing Sprinklr teams to gather feedback and explore next steps with prospects and existing accounts. The success of the Melbourne edition reinforced CX Connect as a scalable format for regional customer engagement and highlighted MCI’s role in designing human-centred, commercially focused experiences.

Watch the event video below.