Whistle was originally Tagg, and when the shift from one brand to the other went live, customers were experiencing technical difficulties. When it comes to people’s pets, you can expect them to want everything to work smoothly. Whistle GPS devices were not functioning as they should in some instances. Whistle was experiencing a customer service crisis, and needed to bring in extra help to calm the Whistle Community and serve as a liaison between customers and the technicians fixing the issues.

In order to establish the issues customers were experiencing, Snackbox took over Whistle’s social media channels and worked to respond to customer complaints in a quick and polite fashion. We logged issues and tracked each individual case. Crisis communication had to be executed in a timely, sensitive manner and our team had to be flexible with our responses as new information was made available. Replying as “Whistle” on Facebook, we signed comments with our name to be more human and less robotic to let customers know real people who care were helping them.

As the Whistle team was working to fix technical issues, and after Snackbox focused heavily on tending to customers on social media, the angry comments subsided dramatically. Originally just brought on as crisis help, Snackbox then shifted to managing all social media for Whistle (including Facebook, Twitter and Instagram), and ran the channels for one year after the initial work was complete. Follower count rose steadily across all channels, and the voice of the channels became friendly and fun, with customers commenting along and engaging with the brand.