Damaging a mobile device is always a frustrating and inconvenient experience for consumers. This is compounded by the typical warranty company run around: no communication, high deductibles, loop holes that mean you're not covered for some reason, and poor customer service all around. What does this mean? Your bad situation just got worse.
Since launching in 2006, # 1 consumer rated protection plan provider SquareTrade has worked to help customers get their devices fixed or replaced quickly and easily, offering stellar customer support and no hidden fees. Known for putting its customers first, SquareTrade saw an opportunity to expand its interaction with customers in that exciting moment when they get their repaired or replaced device back in hand. The #GoodAgain social marketing campaign encourages customers to share these exciting moments through photos and social media.
SquareTrade kicked off #GoodAgain by revamping the checks used for reimbursements and payouts when a customer had a device that could not be repaired. The updates included a personalized letter from Executive Chairman Steve Abernethy, a custom branded box and envelope and an insert encouraging customers to share an "I'm Good Again" video or photo on social media with their check for the chance to win an iPad. By letting customers express how they feel about SquareTrade's service, the company began an intimate, visual stream of customers at their happiest.
The #GoodAgain campaign deserves to win because it is innovative, simple, and very powerful. Capitalizing on that point in the customer relationship where joy is high and love for the SquareTrade brand is at its height, SquareTrade created a unique exchange that produces high impact, real and unique visual media.
Looking at what SquareTrade calls "The Happiness Curve," (attached) it identified the most powerful moment of the SquareTrade experience, and then developed an "ask" of its customers at this unique moment.
By creating a way for customers to become advocates of the SquareTrade experience, SquareTrade took a step back and let real experiences speak for themselves. The video and photo content shared by customers gives SquareTrade a constant stream of visual testimonials that the company uses to market its services in an authentic way.
By both branding the claims process and encouraging customers to post their stories on social media, SquareTrade's #GoodAgain campaign is focusing on the most important element of the company - the customer experience.
Since launching the initiative in January, more than 1,000 customers have participated by uploading their photos and videos on social media or sending via email, and spreading the word of the amazing customer experience SquareTrade delivers. Beyond that, all customers that have had a claim have been exposed to the campaign either through receiving the GoodAgain-branded packaging when they get their replacement device or check, or online through Facebook posts.
The success of the campaign has led SquareTrade to expand beyond social media and create #GoodAgain marketing materials and #GoodAgain phone packaging. In its headquarters in San Francisco, SquareTrade has even created a live video feed of #GoodAgain submissions on giant TV screens at the entrance of the office.
