Better writing will definitely, measurably, improve your customer experience

Prepare for some heavy-duty boasting. In 15 years, we’ve never once failed to improve whatever metric our client was interested in improving*. We’ve:

* boosted sales

* cut customer complaints

* improved response rates

* increased NPS scores

* changed customer perception

* gotten ‘unheard of’ engagement on social media.

All through using language better. (Read about a bunch of those examples here.)

Why all the showing off?

Because language gets pigeon-holed as the fluffy bit of customer experience, if it gets considered at all. Even switched-on CX people often think it can’t really do any of the heavy lifting; words alone won’t make people buy more, or complain less, or stay loyal.

Language in customer experience tends to be thought of as a brand tool to do buzzword things like drive emotional engagement. And of course it can do that: if your writing is more human, interesting, exciting or unexpected then it’ll connect more with your audience.

But better writing doesn’t just help you connect. It makes and saves you money, because it makes you more efficient. It sharpens up your processes, and makes your communications more effective. Which your customers will love you for. We’ve got the proof.

The good news: changing the way you use language is a relatively quick, cheap and easy thing to do. Certainly compared with the other traditional challenges CX people face, like big digital transformation, or changing culture to break down internal silos.

That isn’t to say you shouldn’t be doing those things. But it does mean that if you’re not thinking really seriously about the language of your customer experience, then you’re missing a great big open goal. Investing a bit of effort into improving how you write always gets results.

(Touch wood.)

*Or, at least, no-one’s ever told us about it if we have. If you’re a client of ours with a bad news story, let us know. We’ll be sad, but we’ll want to hear about it.


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The Writer

on Feb 27, 2017

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