The next level of customer service
Selfies are so last year. It’s time to ditch the stick and hire your own personal photographer. Flytographer is an app that connects travellers with professional photographers around the world. Your personal photographer will take you to the most beautiful (status-worthy) spots and even share local travel tips. Having already partnered with Fairmont Hotels & Resorts, Flytographer is helping to fulfil the demand for a new level of customer service.
The success of personal concierge apps that answer all of our needs, fr om day-to-day errands to VIP treatments, highlights a growing desire to have everything at the touch of a button. San Francisco based valet parking app Luxe raised over $25 million in venture-capital funding and now operates in nine major US cities. Last year Deliveroo announced that it had raised $100 million in further investment for its restaurant food delivery service. It’s not just what you deliver, but how quickly. Amazon Prime customers can now get delivery on thousands of products within the hour.
We’re an on-demand generation who want everything, at our own convenience, wherever we are. This is exactly what Go Butler promises. When the app launched last year, demand was so high that they had to move to a waiting list after just two hours. Co-founder Navid Hadzaad, who also founded on-demand laundry app ZipJet, describes the app as a clever combination of human interaction and new technology. By learning from user behaviour, the app continually evolves to operate more efficiently and enable the human element of the business t o scale.
How are brands responding to our elevated desire to be served? If customers have always been the priority, there is no time to rest on our laurels. Taking inspiration from start-ups, we must find new ways of adding value to traditional service models, in a quest to compete and stay relevent to clients.
Read on for examples…
The latest travel initiative from transatlantic airline Icelandair celebrates the airline’s stopover service for passengers.
The campaign uses Icelandair staff as ‘Stopover Buddies’, acting as local hosts to help visitors make the most of their time in the country. On a transatlantic stopover, members of the airline team including stewardesses, pilots and even the CEO will offer customers a personal and rare glimpse into the ‘real’ Iceland. The service is entirely free for one day, via the Icelandair website.
Taking customer service to a new level, CEO Birkir Hólm Guðnason will take guests off-piste skiing; Margret, a stewardess of 30 years and an expert on geothermal springs will show visitors the most impressive landscapes; Inga, a travel specialist, will introduce her guests to the local fishermen and provide a cooking lesson in traditional Icelandic fish dishes. They will all provide the lucky passengers a unique and personal experience.
The campaign aims to highlight the airline’s stopover service and encourage visitors to experience Icelandic culture with an Icelandair twist.
Agency: The Brooklyn Brothers, London
eBay realised that social media is inundated with the words ‘I want’ and ‘I need’. Rather than create a big complicated strategy, they wanted to send customers personal responses with links to eBay products that would actually be useful to them. The idea was amplified over the Christmas period and #eBayElves were born, each with their own personality and gifting style. Gift suggestions were posted alongside bespoke editorial and creative content, engaging people with personalised messages in the moment.
Agency: Naked Communications, London
Every second, hundreds of broken hearts are posted to Twitter. Durex discovered that the ways we tend to fix a broken heart are all too familiar, from crying a river to writing a love song. There was one method that stood out: rebound sex. Thanks to the Durex #lovebot, any Twitter user who posts a broken heart emoji automatically receives a personalised Twitter card, offering the possibility to meet someone in the same broken-hearted situation. To help them light the fire of passion, the #lovebot kindly suggests Durex products.
Agency: Marcel, Paris
Inspired by Charles Bukowski’s poem The Shoelace and its universal truth that “it’s the continuing series of small tragedies that send a man to the madhouse,” Direct Line created #directfix. The initiative listens to people sharing their gripes on Twitter and responds to these ‘everyday emergencies’ with virtual or real-world solutions, in ways that surprise and delight. The activity has increased scores around brand consideration, and #directfix is now a key part of Direct Line’s overall commercial brand strategy.
Agency: Unity, London
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