The Challenge 

With several distinct brands and more than 500 retail locations, a leading multinational retailer is a key player in this high-growth market — and a key pillar of the company’s global strategy. Being visible and responsive on customer-facing platforms like Google Business Profile (GBP) is essential to reinforcing trust and delivering a consistent experience. 

But with nearly 15,000 Google reviews per month and a lean team of agents managing more than a thousand GBP listings, the team faced a growing challenge: fragmented ownership, inconsistent engagement and an inability to scale personalized responses across all brands and all regions. 

“Decentralized management made quick and consistent interaction difficult,” explains the company’s regional social media manager. “We weren’t present nationwide the way we needed to be.” 

Beyond responding to reviews at scale, the company also needed to maintain accurate, up-to-date information for each storefront and brand. This meant organizing a complex web of GBP listings, each with its own tone, service model and regional voice. Any solution would need to support personalized, brand-specific responses at scale — while also centralizing operations for efficiency. 

The Solution 

To scale review management across five brands and more than a thousand GBP listings, the retailer implemented Sprinklr’s Social Customer Service solution — centralizing its Google review strategy onto a single platform for the first time. 

A key feature to this setup is Sprinklr’s Sampling function within Case Update rules, which allows the team to rotate through 40 unique, pre-approved response variations across its many brands. Responses are dynamically matched to the star rating of each review, ensuring that tone, language and brand voice are appropriate for each interaction without sounding robotic or repetitive. 

“The automation process helps us respond faster and frees up our team to focus on more complex issues that may involve store managers,” says the social media manager.  

This smart automation enables the social team to automate responses for up to 80% of its review volume while still maintaining personalized, brand-specific replies. It also helps the team meet SLAs of under four hours, even with just two agents managing the nearly 15,000 reviews each month. 
 
By consolidating its entire GBP footprint in one place, the retailer can now: 

• Assign and escalate reviews intelligently 
• Keep digital storefronts updated in real time 
• Maintain quality and consistency across regions and brands 

The result: a scalable, efficient system that enhances both operational agility and customer satisfaction. 

The Outcome

Since implementing Sprinklr’s Social Customer Service solution, the multinational retailer has transformed the way it manages Google reviews at scale, unlocking significant time savings, faster resolution and more consistent customer engagement. 

On average, the platform automatically closes 6,000 tickets per month, saving the team roughly 175 hours monthly, or the equivalent of one full-time employee. To date, the company has automatically addressed and closed more than 15,000 cases, saving over 8,800 hours and far exceeding the initial automation goals. 

“Sprinklr helps us to automatically sort and prioritize incoming reviews, so we can quickly route the right issues to the right people,” explains the social media manager. Thanks to automation and centralized management, average handling time per case has dropped to just 1 minute and 45 seconds. The team now meets its ambitious SLA of under four hours consistently, with automation covering up to 80% of review volume. 

“Our most significant improvements have been in SLA response time, automatic tagging with the possibility of human refinement, and the ability to generate insights for the broader group,” says the social media manager. “Sprinklr’s customer service platform helps us resolve issues faster and focus our human agents where they’re needed most.” 

By automating Google review responses and centralizing GBP listing management, the company now responds faster, engages more consistently across its brand portfolio and treats Google as a scalable touchpoint for customer care. 

By partnering with Sprinklr, the company has automatically addressed and closed more than 16,500 cases, saving more than 8,500 hours and far surpassing the team’s goals.