|How Royal Caribbean Cruises Got Its Social Customer Response Time Down to 11 Minutes
Before Royal Caribbean brought social customer care in-house, its agency would flag inquiries from the brand’s social channels, screenshot them, attach them in emails and then wait for up to two hours to get the right approvals to respond. Today, the cruise company answers most of its social customer inquiries in just a little over 11 minutes.
That sort of customization — and agility — is not easy to pull off for a brand with more than 3 million followers on Facebook, 193,000 fans on Twitter and 389,000 followers on Instagram. But Royal Caribbean has been able to streamline the process by employing a customer-care software by Spredfast, which has helped it manage its high volume of social interactions quickly and effectively.
“We’re in an environment where brands have to keep up with the speed and expectations of their customers,” said Kara Wallace, vp of marketing at Royal Caribbean Cruises. “That means cultivating a one-on-one relationship with them via social and responding instantaneously.”
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This article was published on Digiday.com. A full link to the original piece is after the story.
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