Blog in 02 2019.
“Good afternoon, you have reached Any Bank customer service. How may I be of assistance?”
You’ve probably heard that greeting, or something like it, a hundred times. Now compare this:
“Hi, and thanks for calling Any Bank. My name is Bob. How can I help you?”
I know which person I’d rather speak to. And if I’m calling my bank, which in all of its marketing campaigns uses lovely, straightforward language to proclaim how it’s making banking easier, I’d expect the friendlier, more helpful greeting.
Bridging the voice gap
To a customer, the person on the other end of the phone or email is your brand in that moment. So why is there so often a disconnect between the voice of marketing and the voice of customer service?
It’s a question that came up at the Consero CX Forum in Florida last week, where everyone from banks to health food brands said they’re facing similar challenges.
Here are our tips for helping your customer service teams stay on brand, even when they’re on the spot.
1.Take your brand guidelines, and make them work for customer service.
When you’re answering calls and emails from unhappy customers all day, a brand guide telling you how to write a fun ad headline isn’t exactly useful. Take a look at your brand voice guidelines and make sure they take customer service into account – especially the more difficult conversations, when people are more likely to fall back on formal language. Because those are the moments that can reinforce your brand and what you stand for.
2.That goes for training, too.
When clients come to us for a brand voice, they usually prioritize brand and marcomms teams when it comes to training people on how to apply it. But your people on the frontline are the ultimate ambassadors of your brand, often during the real make-or-break moments. To give your customers a consistent experience, your training should cover everyone who’s representing you.
3.Take the robot out of the humans
One speaker at the conference, while talking about AI in customer service, said it’s not about replacing humans in contact centers with robots, but instead ‘taking the robot out of the humans’. That’s because AI can give your teams richer context to be able to have more natural, more meaningful conversations with customers. So see it as a tool, not a threat.
4.Help them see the grey.
Whether you’re selling insurance, flights, or video games, black-and-white policies can never cover every scenario where something goes wrong. By giving your team parameters or a framework for their conversations, you empower them to give your customers a better experience, rather than recite a rule book. In other words, ‘help them see the grey’, as one conference speaker so eloquently put it.
5.If you have to script something, make it conversational.
Of course, some things – like legal disclaimers in heavily regulated industries – will still need to be scripted. In those cases, try to make the language as natural as possible. For example, there’s no reason why you have to say “You may invest in an alternate portfolio if you choose to make additional contributions” when this says exactly the same thing: “If you’d like to make any extra contributions, you can invest in a different portfolio.”
And give your representatives some options so they don’t get tired of reading the same thing over and over again – because it’ll show.
Want to hear more? We’ll be at The Customer Experience Conference in London next week, where our Emma will be telling brands why their customers aren’t listening (and what they can do about it).
Most of the time. Maybe. But what if you only do business through words? Words on your website. On your apps. And in the customer service messages you send. Then, the only way anyone can take action is if your words are clear and quick to grasp. That’s why we’ve been saying for years that...
Language is your customer experience
Some brands invest massively in what they think are their most important assets. Which are usually this year’s colour palette, some edgy Tube ads, a brand purpose workshop with a blank cheque for breakfast brioche, and maybe even some tone of voice principles. But this means nothing if you don’t practise what you preach.
The challenge is to stay true to your brand when you’re sending customers to your mobile app, help centres, error messages, T&Cs, out of offices, and everywhere else. And it’s especially tough when you have to give bad news. Can you honestly say you have a consistent voice in those channels – one that drives your customers to behave how you’d like them to?
Not many businesses can. Which is a shame, because changing the words you use is pretty cheap and easy to do. If you’d like to hear more, our Emma will be on stage at The Customer Experience Conference in London on 26th February talking about the brands who use their words wisely to do customer experience well.
PS On a Wikipedia wander this week, we learned that the old motto for County Dublin was ‘Beart do réir ár mbriathar’. In English, that’s ‘actions that match our words’. We like it more than ‘actions speak louder’, and we think more people in charge of UX should start giving their actions and words some more equal clout.