Is Snapchat the Answer to Better Customer Support?

April 15, 2016

9:39 am

It’s no big secret that great customer support is hard to do. Social media websites like Twitter and Facebook has already come to the rescue and been actively used as customer services channels by companies of all shapes and sizes.

However, customers these days are used to immediate replies; 32 percent of them will not wait longer than 30 min even during holidays and non-business hours. While customer support reps become savvier and manage to cut down the response time to bare minimum and there’s a great array of tools to manage cross-platform support e.g. Helpdesk, the amount of social media support blunders was surprisingly high last year.

After the recent series of updates and upgraded functionality including direct messages and live video streaming, Snapchat may be the answer to better customer support.

How to Use Snapchat for Customer Support

A few companies have already discovered the power of Snapchat as a more private and personal customer support channel.

Moz has been encouraging their users to address minor queries through Snapchat – share screenshots, ask questions and stay assured all the information is kept super private and will not leak anywhere.

David Basulto, CEO of iOgrapher – a startup selling lenses, cases, tripods, microphones, and LED lighting – have started using Snapchat actively after the functionality update.

Using this app has allowed him to take the customer support onto the brand new quality level. Customers can send him short videos showing the exact problem they are experiencing with a product, along with a few quick snaps, which drastically reduces the time and frustration of explaining the same problem to a customer rep on the phone (who often does not have the exact product in sight).

“I love the personal-ness of it. A happy customer tweeted me: “Wow, I just talked to the CEO and he told me how to fix it,”- says, Basulto.  

In fact, using Snapchat for support has also allowed Basulto to gather tons of valuable feedback from the community, which he later used to deploy a new product line. On top, Basulto re-uses the content he creates for support issues – as educational videos on YouTube, Facebook and other social media channels, which bring additional exposure to his brand and value to customers and customers-to-be.

Is the Future of Snapchat Customer Support?

Snapchat as a customer support tool still sounds like a revolutionary idea, but it’s the one that may represent the app’s future, considering that the app has long been struggling to get rid of its sexting reputation.

With the IoT industry ripe and buzzing, virtual reality systems and gadgets being one step away from going mass market, customer will demand a more efficient approach to customer support rather than the good old one “getting on the phone”.

Video, photo and texting functionality that Snapchat now offers can drastically reduce the hassle of explaining product problems and offering quick fixes to them in visual form.  It may not be the only customer support tool in your arsenal, but definitely one worth thinking about.

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Dianna is a former ESL teacher and World Teach volunteer, currently living in France. She's slightly addicted to apps and viral media trends and helps different companies with product localization and content strategies. You can tweet her at @dilabrien