Case Study: Discover achieves 24/7 social customer service and marketing-service alignment with SparkCentral

How Discover Aligned Customer Service and Marketing on Social

Discover faced a social customer service problem: Marketing and Customer Service were sharing a marketing-focused tool that frequently crashed, compromised SLAs, had poor API connectivity, and lacked real-time reporting. That made it hard to scale inbound/outbound volume, meet 24/7 response expectations, and reconcile the different KPIs and workflows of Marketing (brand/content) and CS (resolution/retention).

Discover moved CS to a dedicated social customer service platform (Sparkcentral), clarified roles—CS handling all inbound/outbound customer interactions and Marketing owning content and activations—and instituted regular coordination (kickoffs, weekly syncs, quarterly updates, content calendars, VOC reporting). The change enabled 24/7 social support, secure chat for sensitive issues, a 6-minute Twitter handle-time reduction (4 minutes across channels), a 65% outbound volume lift, better staffing forecasts, and improved customer experience and team alignment.

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Jess Lee

Project Manager Digital Servicing & Customer Experience