Customer support is evolving rapidly, keeping up with technological trends and consumer preferences. One of the most recent innovations in this field is the use of ephemeral messaging apps to provide customer support. These platforms, like Snapchat, Instagram Stories and WhatsApp Status, offer a unique and dynamic approach to interact with customers
Ephemeral messaging apps are characterized by temporary content, that disappears after a short period. This transient nature creates a sense of urgency and exclusivity that can be effectively leveraged in customer support
One of the main advantages of support via ephemeral messaging apps is the ability to provide real-time assistance in a more informal and accessible way. Customers can send messages, photos or short videos describing your problems, and support agents can respond quickly with visual solutions or step-by-step instructions
The visual nature of these applications allows companies to create quick and easy-to-understand tutorials for common issues. For example, a technology company can use Instagram Stories to show how to troubleshoot configuration issues on its devices, with each stage presented in a separate "story"
Furthermore, the ephemeral format encourages customers to act quickly. If a company announces a specific time for live question and answer sessions through these apps, customers are encouraged to participate at the moment, knowing that the opportunity is limited
Support via ephemeral messaging apps can also be used to collect customer feedback quickly and engagingly. Companies can create quick polls or request short responses about customer experience, taking advantage of the interactive nature of these platforms
However, it is important to recognize that this type of support has its limitations. The temporary nature of the content means that the solutions are not permanently available for future reference. Therefore, it is crucial for companies to have a system to file and categorize the most common issues and solutions for internal use and to create a more permanent knowledge base
Furthermore, not all customers will feel comfortable using these apps for support, especially for more complex or sensitive issues. Therefore, it is essential to offer this type of support as an additional option, not as a complete substitute for traditional support channels
To successfully implement support via ephemeral messaging apps, companies should train their support team to communicate effectively in this format. This includes being concise, use visual resources effectively and understand the nuances of each platform
Companies should also establish clear guidelines on which types of issues are suitable for this support channel and which should be directed to more traditional channels. Simple and quick questions are ideal for ephemeral messaging apps, while more complex problems or those that require the exchange of confidential information should be handled by other means
It is also crucial for companies to clearly communicate to customers when and how this support will be available. This may include creating a regular schedule of live support sessions or designating specific times for different types of issues
Finally, companies should closely monitor the effectiveness of this support channel, collecting customer feedback and analyzing metrics such as resolution time and customer satisfaction. This will allow for continuous adjustments to improve the experience for both customers and the support team
In conclusion, support via ephemeral messaging apps offers a unique opportunity for companies to connect with their customers quickly, visual and engaging. Although it presents unique challenges, when implemented correctly, can become a valuable addition to a company's customer support toolkit, improving customer satisfaction and strengthening brand loyalty
