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“Are you ready for this Jelly?” ASOS tweeted last week.

No, they weren’t talking about Beyoncé, but instead about the most recent effort from Twitter co-founder Biz Stone, Jelly. The social application is a crowd-sourced, photo driven Q&A platform emphasizing that “the true promise of a connected society is people helping each other.”

When Jelly launched, there was plenty of discussion about the application joining a crowded space already occupied by the likes of ChaCha, Quora, and Blurtopia. But it’s no surprise. If you’re passionate about customer service, you can certainly get behind this philosophy of helping.

Back in August, Happy Customer noted that online self-service platforms give retailers the opportunity to immediately deliver answers to customer inquiries. At the same time, they give more power than ever to the customer through community forums, ratings systems and a living log of previously asked questions.

But will Jelly even be a big deal? It’s certainly encouraging to see retailers like ASOS quickly jumping on an opportunity to engage with customers.

Here’s a quick overview of how Jelly works.

Step 1: Download the app.
Step 2: Connect the app to your network using social logins for Facebook and Twitter.
Step 3: Upload a photo from your camera roll (or find one on Google) and add text asking a question.

Photos can be annotated by drawing on the screen, and questions from others in your network are served up from the home screen. If you have an answer, chime in. If you don’t, swipe down. You can also use Jelly’s web interface to answer questions.

We’ve already seen users considering how brands can use Jelly as an interactive platform. One user asks, “What can brands learn from participating in Jelly?

And, a summary of the replies to date:

  • Provide information about hidden product features to new or existing customers
  • Understand customer needs
  • Effectively support or promote a product/service
  • Answer customers’ questions and advertise their brand in the process
  • Customer assistance issues and troubleshooting

We also noticed one question directed at a specific brand: “LUSH soap fans; what soaps do you love from LUSH…and why (I’d love to try something new – I’m a long time ‘Demons In The Dark’ fan).”

When it comes to customer service, it will be interesting to see how Jelly evolves and if there’s a real opportunity for businesses to use the platform as a CRM tool. Will it eventually compete with applications like self-service platform Get Satisfaction, expert fashion advice app PS Dept. or Needle, which connects shoppers with product advocates?

Jelly has the potential to impact customer service, as retailers see the benefit of interacting with customers quickly on this internet-based self-service platform. Here are some questions that we think consumers could benefit from asking retailers on Jelly:

  • For a fashion retailer – “I’m looking at these shoes on the website.  How tall are the heels?”
  • For a furniture retailer – “I just assembled this computer chair. What’s this leftover bag of parts?”
  • For an electronics retailer – “What cable do I need to connect this projector to a Mac?”

For any retailer:

  • “Where’s the return policy on your site?”
  • “Where’s my order number listed on the receipt?”
  • “Can I exchange this item in your NYC store?”

So what do you think? Will Jelly become a tool for customer service? Answer on Jelly!

This post originally appeared on Happy Customer.