Executive briefing

Citizen Feedback Management for the Civil Government Bureau

From service surveys to a platform for the full voice of the citizen

Sprinklr CFM August 2026

This briefing

Agenda

01 What Sprinklr CFM is

The platform behind this proposal

02 Where we stand today

The service-survey flow — and its ceiling

03 The case for moving

What changes — and what waiting costs

04 The path forward

Timeline and next steps

01 · What Sprinklr CFM is

Feedback Has Changed

Citizens' expectations are set by the best conversation they had yesterday — not by the last government form they filled in.

Conversation is the new interface

Citizens live in chat and messaging — static forms feel like paperwork.

AI reads open text at scale

What once needed analysts is now automatic — every comment becomes usable signal.

Expectations follow experience

Private-sector service sets the bar citizens hold government to.

Multiple-choice surveys were built for the previous era. The tools have moved on.

01 · What Sprinklr CFM is

What Sprinklr CFM Is

An AI-native feedback platform that manages the full life of a piece of feedback — on the Sprinklr environment the Bureau already runs.

LISTEN

Capture on any channel

SMS, WhatsApp, email, QR at service centres, in-app — classic or conversational.

ANALYZE

AI reads every answer

Themes, sentiment and root causes surfaced out of the box — no manual reporting.

ACT

Close every loop

Negative feedback becomes a case — routed, tracked, resolved, and the citizen informed.

02 · Where we stand today

Social Care Surveys Today

The current deployment — social care surveys, triggered after every closed case

Case arrives

The entity receives the case on Sprinklr from social media and picks it up

→

Case is worked

Closed as resolved or unresolved by the agent

→

SMS goes out

API sends a survey link carrying the citizen's case context

→

Score comes back

A multiple-choice rating lands in the dashboard

This pipeline works — and it stays. What changes is what flows through it.

No open text, no AI

Answers stay structured — no AI to read the citizen's own words

A score without a why

No root cause behind the rating

The loop never closes

No trace from feedback to fix to citizen

02 · Where we stand today

Service Centre Surveys Today

The second live deployment — offline agents at physical service centres, also on Service Surveys

Agent signs in

Opens the Persona app and selects service centre, counter and service

→

Citizen takes a ticket

Qmatic issues the queue token and sends name, phone and service reason to Sprinklr

→

Case at the counter

Agent creates a Sprinklr case, pre-populated from Qmatic; records resolved or not

→

Case closed

The service itself runs in the ministry's system; Sprinklr tracks the interaction and outcome

→

Survey SMS

Closure triggers a rule-based SMS with a link to rate the visit

OPTIONAL PATH · COMPLAINTS

Via a supervisor or a dedicated complaint screen — routed to the responsible department, with a reference number sent by SMS and direct follow-up from the department.

Same ceiling as social care

Link-out SMS, structured answers, no AI on the feedback — both flows hit the same limits

03 · The case for moving

Why Move to CFM

Conversational feedbackSurveys that talk back — AI follow-ups turn a rating into a reason.

AI-native reportingThemes, drivers and root causes surfaced automatically — analysis stops being a manual job.

A closed loop, end to endEvery detractor becomes a tracked case, through to resolution — and the citizen hears back.

Built to expandService-centre surveys, WhatsApp and email, in-app feedback — one platform ahead of the roadmap.

Same Sprinklr platform, same team, no retraining — a migration, not a reimplementation.

03 · The case for moving

From Score to Conversation

TODAY · STATIC SURVEY

Thank you for contacting the Bureau. How would you rate your experience?

Very satisfied

Neutral

Not satisfied

One tap, one number. The reason leaves with the citizen.

→

same SMS,
same link

WITH CFM · CONVERSATIONAL

How was your service with the Ministry of Justice today?

Fine in the end, but the wait was far too long.

AI FOLLOW-UPSorry about the wait — was it at reception or while your request was processed?

Reception — almost 40 minutes.

The root cause is captured in the moment, in the citizen's own words.

Link-out survey response

Conversational, in-channel

3–10×response rates

~40%richer feedback

03 · The case for moving

What Changes in Practice

CAPABILITY SERVICE SURVEYS TODAY SPRINKLR CFM

Survey builder Static core builder, no AI, rule-engine setup AI-assisted builder with templates and version history

Question types & logic Core types incl. multiple choice; limited display logic Everything today, plus conversational formats and full skip/display logic

Translations 100% manual 1-click, AI-powered — 160+ languages

Distribution Case-based, rule-driven, contact-centre channels Channel-agnostic, with profile and transaction targeting

Analytics & insights Manual reporting; text analytics needs custom build OOTB AI tagging, sentiment, root-cause and correlation analysis

Acting on feedback Manual closed-loop configuration; no outer loop AI-assisted closed-loop cases, plus Action Plans for systemic fixes

Everything in use today — including multiple-choice surveys — carries over. CFM adds the layers Service Surveys was never built for.

03 · The case for moving

The Cost of Standing Still

01 Scores move, reasons stay unknown. Every closed case yields a number — never a cause to act on.

02 Dissatisfied citizens go silent. A bad rating ends the conversation — no recovery, no follow-up.

03 Reporting effort keeps growing. Manual analysis scales with every new service and channel added.

04 The platform gap widens. New capability ships in CFM, not in Service Surveys.

PLATFORM CAPABILITY OVER TIME

Every release adds to one line only. Waiting doesn't pause the gap — it compounds it.

03 · The case for moving

Room to Grow

NOW · PILOT

Social care surveys

The pilot: today's case-triggered SMS surveys move to CFM as the first testing use case

Service-centre visits

Post-visit surveys across Qatar's service centres already run on Sprinklr — move them to CFM, and add on-site kiosks

THEN

More channels & in-app

WhatsApp and email, plus surveys inside any government app — the MOI super app is one example

BEYOND

Voice of the citizen

One view of feedback across services, channels and entities

Every stop runs on the platform the Bureau already owns — expansion is a decision, not a procurement.

03 · The case for moving

Proven Results

+15%

Survey completion

More signal captured on every channel

70%

Faster time to action

Teams act before dissatisfaction spreads

−50%

Escalations

From reactive firefighting to routine recovery

Recognised as a Leader in Voice of the Customer by major analyst firms, 2025–2026 · figures are typical first-months movement reported by CFM customers

04 · The path forward

Project Timeline

PHASE 1

Scope to be defined

milestones · dates · owners

PHASE 2

Scope to be defined

milestones · dates · owners

PHASE 3

Scope to be defined

milestones · dates · owners

Placeholder — phases and dates to be agreed with the Bureau team.

04 · The path forward

Next Steps

Finalize the scope with the CGB team

Confirm the implementation timeline

Executive approval and commercials to kick off the project