Case Study: General Motors achieves 3x more relevant social posts and faster customer care with Crimson Hexagon

General Motors earns customers for life with Crimson Hexagon

General Motors, a century-old automaker focused on “earning customers for life” as it shifts into technology-driven mobility, faced a growing social media challenge: thousands of daily mentions that needed to be triaged between marketing engagement and actionable customer-care issues. GM’s previous keyword-based listening tool returned only about 10–20% relevant posts—surfacing irrelevant mentions (e.g., Malibu the city or rum)—so agents spent hours sifting through noise instead of helping customers.

GM implemented Crimson Hexagon’s BrightView machine-learning platform, training monitors on examples of previously handled customer-care posts and integrating the solution with Spredfast and Opal. Relevance of identified posts rose to roughly 50–70% (nearly tripling accuracy), saving hours, speeding response times, and allowing the team to spend three times more time on actionable customer issues—helping GM better earn customers for life.

General Motors