Case Study: Cebu Pacific Air achieves 160x faster social responses and a unified customer view with Salesforce Service Cloud

Cebu Pacific Air Takes Customer Care to New Heights

Cebu Pacific Air, the Philippines’ largest airline carrying more than 1.5 million passengers a month to 60+ destinations, needed to move beyond simply resolving complaints to rebuilding customer relationships. Customer care was fragmented between traditional channels and social media teams, limiting visibility and slowing responses; executives wanted a way to make customer sentiment central to strategic decisions.

The airline implemented Salesforce Service Cloud integrated with Marketing Cloud’s social tools and opened a glass-enclosed Command Centre, with Third Pillar supporting the rollout. The unified platform created a single customer view and real-time executive visibility, cut social-media response time from days to about 18 minutes (roughly 160x faster), consolidated reporting, and enabled NPS and survey data to drive ongoing service and product improvements.

Cebu Pacific Air

Candice Iyog

Vice President Marketing and Distribution