For over a century, ScottsMiracle-Gro has been a household name, synonymous with lush lawns and thriving gardens. As a leader in the lawn and garden industry, ScottsMiracle-Gro has a reputation for quality products and expert advice. Their brand portfolio includes: Scotts, Miracle-Gro, Ortho, Tomcat, and AeroGarden, which are all industry leaders within their sectors of home and garden. But today, even the most established brands need to connect with customers in new ways. They faced a dual challenge: connecting with younger demographics and ensuring timely customer care, especially during peak gardening seasons when direct message volumes rise. To do this, ScottsMiracle-Gro leveraged Sprout Social’s social media management platform, seamlessly integrated with Salesforce Service Cloud, to cultivate deeper customer relationships.

A growing need for a more cultivated social customer care approach

Responsive customer care is paramount for today’s consumers. Nearly three-quarters expect brands to respond within 24 hours or less, according to The Sprout Social Index™. Yet, ScottsMiracle-Gro found themselves grappling with response times that stretched into days or even a week, a delay that wilted customer satisfaction and brand perception. Their previous system, a tangled web of multiple different platforms, created inefficiencies and frustrated agents.

“It was insane,” recalls Sara Smith, Manager of Consumer Services at ScottsMiracle-Gro. “They were using 8 to 10 different systems on any given day…It made their job so much more complex than it needed to be.” After she joined the team, their social team quickly onboarded with Salesforce and social was one of the first integrations.

Unlocking the potential of social care with Sprout’s Salesforce Service Cloud integration

ScottsMiracle-Gro sought a solution to streamline their social media management and enhance customer care. They had other options but ultimately chose Sprout Social. The seamless integration of Sprout Social with Salesforce Service Cloud helped transform their social media management. Along with Sprout’s stellar social media management tools, its social data has the unique ability to flow right into Salesforce.

It was a game changer. Social training used to be a whole day thing, now it’s an hour. The system is so user intuitive. That’s one of our favorite things about it.
Sara Smith
Manager of Consumer Services

This integration dramatically simplified ScottsMiracle-Gro’s internal workflows, eliminating the need for agents to hop between systems. Before, agents had to swivel between platforms to adequately assist a customer. Now, all of that can be done in one place. It also provided a consolidated hub for reporting and analytics, giving ScottsMiracle-Gro valuable data-driven insights to nurture their social media strategies proactively.

The power of integration: ScottsMiracle-Gro’s recipe for social success

The impact of Sprout Social was immediate and far-reaching. “It literally was cutting our social agent’s time in half instantly,” says Smith. They saw a 50% decrease in the time it took to resolve a case. This newfound efficiency empowered their team to take action much more frequently, resulting in a remarkable 381% increase in their action rate.

By centralizing all social media interactions within Service Cloud, agents are able to view and respond to messages from various platforms in one location.

Our agents do almost everything in Salesforce now, including social, thanks to the integration with Sprout.
Sara Smith
Manager of Consumer Services

Average time to action is down 91%. This dramatic improvement allows agents to provide more personalized and effective support, as they now have a more comprehensive view of each customer’s history and preferences.

Beyond the significant time savings, ScottsMiracle-Gro also saw improvements in agent satisfaction and retention, a direct result of a more streamlined and manageable workflow. The integration empowered ScottsMiracle-Gro to not only enhance the customer experience, but also successfully navigate unexpected viral social moments, demonstrating the agility and responsiveness that Sprout Social enables.

“When I started, agents would beg to not have to manage social customer care tickets. Now, agents proactively ask to work on social tickets because of how much more efficient the process is,” says Smith. “I love that for the job quality of my agents. For me, it helps retain people and improves my own job satisfaction.”

Social insights for sustainable growth

ScottsMiracle-Gro’s success story underscores the transformative power of Sprout Social and Salesforce Service Cloud. Sprout’s intuitive interface, coupled with the seamless customer service management in Salesforce Service Cloud, has enabled ScottsMiracle-Gro to cultivate a thriving social media presence while prioritizing employee satisfaction and development.

Ready to see how Sprout Social can help your business blossom in the digital age? Request a personalized demo today.