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In marketing campaigns, most companies use a helpful, friendly brand voice. On YouTube and in TV ads, in promotional offers and in email blasts, your company's brand voice is probably engaging, even playful. But when customer service agents write to customers via email, live chat, or even social media, they may use a wordy, legalistic, dry, or formal voice. For a seamless customer experience, your customer service team should "sound" like your company's advertisements, retail employees, or even your phone reps. In this webinar, you will learn how to identify your company's brand voice and teach your customer service agents to write in that voice. You'll also learn how using a consistent brand voice improves first contact resolution.
You will learn:
- What brand voice is and how it affects your relationship with customers
- Why an unfriendly customer service voice makes customers more difficult to serve
- How to describe your company's brand voice so you can use it when you write to customers
- How to understand brand voice by working with your company's marketing department
- How to enable your customer service agents to use your brand voice
Presenter: Leslie O'Flahavan, Principal, E-WRITE
Leslie O'Flahavan has helped thousands of people learn to write well for online readers. She has delivered customized writing courses for customer service agents, social media managers, and support desk staff. She is a problem-solver for all the writing-related challenges faced by contact centers: e-mail, chat, and social media. She helps contact centers train agents to write excellent e-mail, measure the quality of their e-mails to customers, and rewrite and maintain their entire library of canned answers. Recently, she completed a complete overhaul of customer service writing for a global airline’s domestic and international contact centers. Leslie is the co-author of Clear, Correct, Concise E-Mail: A Writing Workbook for Customer Service Agents.