The Importance of Brand Tone and Voice in Customer Service

Are you training your customer service agents to speak to callers with your company’s specific tone and voice? If not, you are missing out on an opportunity to elevate brand awareness and connect with your customers in an authentic and transparent way. Consumers now choose the companies they purchase from based on what the brand stands for and how it operates, in addition to what it offers. Let’s look at how tone and voice can help your brand and your bottom line.

Shutterstock; Photo by fizkes

What are Voice and Tone?

Voice is a point of view, and Tone is how things are said. Brand voice is the personality of your business in your communications. Tone influences how what you say is perceived. For example, your brand could be perceived as unfriendly if an agent is short and unemotional with a customer. Conversely, if an agent is empathetic, patient, and cheerful, that would be received positively. Both approaches could influence if a customer buys from your brand again. Which way would you choose?

Why Does Voice Matter?

When deciding what brands to support, 88% of consumers say authenticity is critical in purchasing decisions. They now demand transparency and honesty. If customers feel your messaging backs up how you do business, they know what to expect from you, and they remember it. Having a distinct voice is a differentiator. It helps you stand out from your competitors. For instance, if you are known for your humorous take, you might be rewarded by attracting more like-minded customers. It also helps to build lasting connections with your valuable consumers. A consistent voice across all channels means customers feel like they receive a dependable experience every time they interact with your brand. And perhaps most interestingly, it can increase revenue. Research shows that having a consistent voice across all channels can increase revenues by 33%.

Why Does Tone Matter?

How your message is delivered makes a difference. For example, customer interactions should be more light-hearted if your brand is more fun and aspirational. If your agents consistently speak to customers with a professional demeanor that belies immediate issue resolution, your customers know their problems will be addressed promptly and efficiently. Empathy helps bring the human factor into the situation and helps customers feel heard. 66% of customers in a recent survey stated they were more loyal to companies that dealt with issues with empathy and understanding.

How to Create a Voice and Tone Style Guide

Your customer service team can help you elevate your brand and make it stand out from the crowd. Creating a style guide for your agents and training them on how to use it will allow your team to give a more personalized customer experience. Here are some tips on what to include and why:

• Empathy builds connections; friendliness builds trust.
• Context is learning how to read the customer. If an agent has too casual an attitude, the customer may perceive that as the agent not taking their issue seriously.
• Professionalism is crucial. A neutral tone helps to diffuse frustration.
• Utilizing customer insights by sharing data between agents allows for an optimal experience. Suppose your communication system will enable agents from any point in the buyer journey to share the same data. In that case, the customer doesn’t have to repeat the situation should they be transferred to another agent for further assistance.
• Cultural differences may arise if your products and services are offered in another state or country. Train your agents to understand those specific locational differences.

Benefits of Voice and Tone

A consistent brand voice and tone can only benefit your business. It builds brand loyalty and keeps those valuable current customers returning. 46% of customers surveyed say they would pay more for products from brands they trust. Word of mouth is also invaluable for finding new customers. Research shows that recommendations from a friend or family member are over 60% more likely to encourage a buyer to purchase a brand’s products or services. Finally, positive interactions with your teams help customers feel you care about them. Offering a consistent brand experience can affect your bottom line, as repeat customers spend 67% more than new ones.

Brand voice and tone are critical elements to offering consistent customer service experiences. It may be time to take a look at your branding to determine if you need a refresh or perhaps a complete makeover. Review any changes with your teams to ensure every customer-facing employee knows how to connect with your customers with your unique brand personality.