Wednesday, March 14, 2018

"Follow the Leader", Featuring Leslie O'Flahavan

How can tone, in written form, affect customer experience?

The tone you use in your writing to customers—whether in email, live chat, social media, or text—can make or break the customer experience. If your company’s marketing brand voice is fun and friendly, but your customer service voice is scoldy, scripted, or legalistic, you’ll be giving customers a bad, or at least a confusing, customer experience. Written customer service responses should use the same tone with customers after they buy (customer service) as your company did before they buy (marketing).

Don’t get lazy and convince yourself that the substance of your customer service responses matters more than your tone. What you say is important, but how you say it matters just as much. So when a customer emails you about a problem with your product or tweets you to ask you to waive a fee, remember that your tone matters. Use a friendly, connected, personal tone because that’s the way to address people you care about and want to help. Use a tone that helps you build a relationship with your customers and you’ll give them the experience they hoped they’d have.

I am an author, an online writing expert, and a sought-after speaker. I help customer service organizations improve the quality of the email, chat, and social media messages their frontline staff write to customers.

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