Title: Cebu Pacific: Delivering a seamless customer-centric experience with Viber URL: https://www.infobip.com/customer/cebu-pacific ## Cebu Pacific: Delivering a seamless customer-centric experience with Viber 75% increase in Net Promoter Score ![Cebu Pacific white logo](https://cdn-web.infobip.com/uploads/2025/09/customer-story-logos-white-1.png) Share Share to Facebook Share to X (formerly Twitter) Share to LinkedIn CHALLENGE ## Enhancing customer experience in a fast-changing digital environment Cebu Pacific is the leading airline in the Philippines, operating across over 60 domestic and international destinations. Positioning itself as a value-driven and budget-friendly airline, it caters to price-conscious travelers by offering low fares and seat sales promoting through digital communication.   Although digital communication was key for Cebu Pacific, the airline faced significant challenges in the initial stages in ensuring timely, relevant communication with millions of customers across different stages of their journey.   Previously, the airline used email and SMS as the primary channels for communication. However, since the process was manual, they faced challenges in delivering the right message at the right time, leading to customer dissatisfaction.   Cebu Pacific needed a communications solution provider who could help them leverage digital channels to automate their customer experience and drive higher engagement.  SOLUTION ## Creating seamless digital experiences leveraging Viber and SMS  After evaluating many companies, Cebu Pacific selected Infobip as its communication partner due to our platform stability and localized presence in the Philippines. A physical office in the Philippines proved to be a major differentiator as the airline company was looking for local support, which most other providers could not offer.   As digitalization and timely communication were key requirements of Cebu Pacific, we helped them leverage Viber, the most popular communication app in the Philippines, and SMS, the most trusted channel when it came to deliverability.   The onboarding process was completed very fast, and within a few days after the documentation process, they were able to get started. Our local sales team made the onboarding seamless by providing the required training and helped them roll out their first use case.  ### Viber + SMS: A combination that delivered results  We helped Cebu Pacific implement a holistic communication strategy by combining Viber and SMS to enhance customer experience. Viber was used as a primary channel for communication due to its rich messaging capabilities and ability to provide delivery reports. On the other hand, SMS was used as a failover option to reach out to customers who had not received Viber messages.   The airline leverages Viber for various promotional campaigns due to its core features, such as a high character limit and rich media support, which provide more creative freedom.   For instance, Cebu Pacific periodically runs seat sale campaigns on Viber to attract and engage customers using eye-catching visuals such as images and GIFs.  Besides promotional campaigns, Viber and SMS are used for regular passenger communication and updates, such as sending notifications about flight delays, boarding gate changes, or any other information about upcoming flights.   ### Automation and personalization: Key pillars for Cebu Pacific   Cebu Pacific gives prime importance to automation to drive operational efficiency and scale their campaigns. In one of the campaigns for existing customers, the airline has been automating and segmenting audiences to recommend the next best ancillary product to customers ahead of their flight.  For example, if a passenger has not added a checked bag while booking the flight, and historical data combined with automation show that passengers with similar profiles typically do, a targeted offer is sent to the passenger via Viber, SMS, and email.   This personalized approach is driven by a propensity model that leverages historical purchase behavior to predict which ancillary services a passenger is most likely to purchase.  RESULT ## Achieved 75% increase in Net Promoter Score and higher business growth  By implementing Viber use cases powered by Infobip, Cebu Pacific has witnessed a continuous increase in the Net Promoter Score and a higher conversion rate for promotional campaigns.   As a data-driven organization with a strong culture of testing and learning, the airline conducts frequent experiments with Viber use cases. These tests have consistently shown positive uplifts in customer engagement and purchase behavior.  Here are some of the key results achieved: - **75%** increase in Net Promoter Score in 2024 compared to the previous year - **6%** increase in the conversion after running promotional campaigns on Viber, followed by SMS as a failover channel Cebu Pacific is one of the few companies that conducts frequent testing, analyzes results, and takes improvement initiatives accordingly. Partnering with us has helped the airline successfully elevate its digital engagement strategy, ensuring timely, personalized communication at scale.    COMPANY PROFILE Cebu Pacific is the leading airline in the Philippines. Established in 1988, it is the largest airline in the country by fleet size, operating flights to over 60 domestic and international destinations across 14 countries, including China, Japan, Singapore, Australia, and the United Arab Emirates. The airline has been increasing its footprint in the Philippines and Southeast Asia by offering a safe, reliable, budget-friendly travel option.