It’s an idea that just can’t work.
How in the world, can Snapchat, of all social media platforms, be used for customer service – effectively?
It has to be a joke, right?
Not according to these companies, which are thriving off their new found fame and (extra) fortune.
Despite all odds, these companies have found a way to not only get more customers talking but to break new ground.
The fundamental idea behind it is simple: let consumers interact with a real person and get answers the same day.
Frequently-Asked-Questions (FAQ) sections on websites are stale bits of information. Even though these satisfy most questions, these don’t actually make the customer feel valued.
And that is what customer service is all about: feeling appreciated.
This is what makes Snapchat an ideal system for customer service.
Real-time, fresh and original responses can be given daily to meet the needs and desires of clients.
It’s creative, spontaneous and fun!
3 Companies Using Snapchat for Customer Service Correctly
These three companies were some of the early adopters of Snapchat for customer service and the rewards, as they say, have been plenty.
iOgrapher makes accessories for iPads and iPhones to facilitate video recording and movie creation. They sell tripods, LED lighting, cases, lenses and microphones.
Founder David Basulto was looking for a unique way to reach out to his growing list of customers – including legendary film producer/director Steven Spielberg – and found his answer in Snapchat.
The key factor for iOgrapher is the ease in customer interaction.
Customers can upload a picture or video of their product and explain any issue they are having, and iOgrapher would reply with their own video guide.
This works quicker than Facebook and Twitter, which are the favored social media sites for customer service.
The fact that their products are tangible and often require demonstrations makes Snapchat more suitable for the task.
For a simple ‘Terms & Conditions’ reference, other sites might be advantageous. But Snapchat provides the visual aid and personal contact, which David Basulto believes creates a better bond with buyers.
The online retail store was one of the early users of Snapchat and they use it in so many different ways. Plus, over the past year, its customer service capabilities have expanded and yielded positive results.
Though not its intended use at the time, Everlane gets tons of snaps from customers with questions about recent purchases.
Pictures and videos fly in requesting information, showing their order deliveries or inquiring about fashion tips.
Everlane’s social media lead, Red Gaskell (@), personally takes the time to respond to almost every single snap. It’s a tasking job, which he handles with Isadora Sales, their digital community coordinator.
One of Snapchat’s biggest draws is its high usage by millennials.
They are a different generation of shoppers and spend a whole lot of time on their phones, doing “cool” stuff.
In order to maximize this appeal, Everlane’s communications with customers are often unconventional. Staff can speak with customers about their daily live favorite site hangouts and beauty product recommendations.
Interactions are friendly, informal and real, and this system has created a huge following.
It came as a surprise to many, when industry juggernaut General Electric, started using snapchat back in 2014. The old, outdated conglomerate was deemed unrelatable by a large portion of the younger generation.
Oh how they proved everyone wrong.
The GE being introduced on Snapchat is very different from what we expected. GE has used this page to get kids interested in science, innovation and outer space!
Astronaut Buzz Aldrin has made an appearance, so have other notable scientists, providing fun and facts for its growing young fan base.
Brain teasers, puzzles and scientific experiments are just some of the fun stuff followers enjoy. Users also interact with the company and learn more about their products, while also providing valuable feedback.
How Do you Make the Most out of Snapchat for Customer Service?
Get Close and Personal With Clients
Customer service is about giving customers a favourable experience with your brand, products and staff. The more pleasant it is, the more customers will enjoy and endorse your products.
Having amazing customer service on social media is a no-brainer, as it offers an immediate avenue for recommendation or sharing. And you know what they say about sharing…
Sharing a demo video of how a product works, while incorporating weird effects, makes it more appealing to watch. The last thing you want is for your CS to seem like a lecture.
In the case of Everlane, the company has made customer relations so normal that they feel comfortable talking to the company (staff) about almost anything.
You get the feeling that the company values you as a person and not just as a number.
This winning strategy keeps customers coming back. It’s no longer about the information you share, but how you share it.
iOgrapher wants customers to turn to them FIRST, if they have a problem, not an online ‘expert’ at all things Apple. They know it is a good way to lose clients, as experts will often suggest alternative products and services.
Be Open and Honest
There is nothing worse than dishonesty when it comes to customer service. Everlane follows this principle with its ‘Transparency Tuesday’ campaign.
The company takes you behind the scenes, so you know where your products come from and how they get to you. There is peace of mind knowing you are interacting with real people doing real things.
Fun, friendly, understanding, patient, tech savvy and share similar interests are qualities modern buyers look for in a brand.
Be Creative and Innovative
Nobody knew General Electric was a fun company, and I mean nobody! Now all of a sudden, thousands of users not only want their products, but want to work there.
How’s that for a killer strategy?
It isn’t a perfect system, but for those willing to revolutionize their practices, Snapchat can do wonders for their customer service strategy.