Boosting customer satisfaction by 9.5 points with Messenger API for Instagram




Delivering quality, sustainable and affordable fashion

Founded in Sweden in 1947, fashion retailer H&M has since grown to become one of the largest and most accessible fashion labels worldwide, offering stylish and affordable apparel, accessories and workout gear for women, men and children. The brand operates more than 5,000 brick-and-mortar stores in 74 different countries, and 52 online markets.

H&M aims to provide excellent customer service both offline and online, and is dedicated to offering a personalized shopping experience. As a result, the brand has accelerated its digital strategy to focus on online messaging channels, such as Instagram.


point improvement in customer satisfaction


point increase in net sentiment score


reduction in average handle time


improvement in average response speed


Streamlining customer care on Instagram

H&M hoped to boost both agent productivity and customer satisfaction while also personalizing customer service across all online communication channels – but especially for Instagram. The retailer received huge volumes of Instagram direct messages daily and needed a solution that would help its customer care team respond to shoppers communicating with the brand through Instagram at scale.


Introducing a tailored customer service experience

To gain oversight of the customer communication process across all social media channels, H&M partnered with customer experience management platform Sprinklr to integrate Messenger API for Instagram. As a result, customers who contacted the brand via Instagram received the same level of service as those reaching out to H&M via other channels, such as Facebook and Messenger.

After the integration, H&M’s customer service teams used Sprinklr’s solutions to categorize Instagram direct messages by content type and to access conversation histories so the agents could provide a more thoughtful and personalized customer care experience.


Faster responses, happier customers

With Messenger API for Instagram, H&M can provide consistent and high-quality customer care to Instagram users. Since 2019, the brand has seen the following results:

  • 9.5-point improvement in customer satisfaction
  • 8.7-point increase in net sentiment score
  • 20% reduction in average handle time
  • 31% improvement in average response speed
*All results are self-reported and not identically repeatable. Generally expected individual results will differ.

“We love to create and share fashion-forward content on Instagram, and are excited that we can now supplement that with a personalized customer service experience using Sprinklr. Now, we can connect better with our customers by assisting them in their fashion journey with dedicated, one-on-one support and interactions.”

Sanne Busschots
Global Communications Specialist, H&M

“When a global fashion company like H&M is increasingly getting inquiries via Instagram in various languages 24/7, it’s a challenge to scale memorable customer care. Sprinklr’s Messenger API support for Instagram helped H&M tackle this challenge by creating a unified care strategy that resulted in fast, personalized service. Now, H&M can have more meaningful conversations without compromising business efficiency,”

Jim Tomanchek
Senior Director, Business Development at Sprinklr

Messenger API for Instagram

Integrating with existing tools and data, the Messenger API for Instagram makes managing high volumes of customer messages easier--helping to turn conversations into business outcomes.

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