Would you want to read your company emails, packing slips and bills?
Surprisingly, few businesses have clued in to the fact that their communication exposes how much they consider the customer on the other end. Most companies consider these communication touch points as tasks they have to execute – not opportunities to showcase their personality and connect with customers in a real and human manner.
The significance of aligning your communication and your customer experience is huge. You’ve defined the stages of the experience and the moments of truth that comprise all of the experience touch points. (For a refresher, see CX Competency 2: Align Operations Around Experience.) So, where are you with your communication to your customers?
Here are a few steps to help evaluate your current communication:
1. Print samples of your letters to customers.
– What’s the collective tone?
– Does it align to your customer experience?
2. Post every single thing you send to customers on a wall.
– What does it look like?
– What does it sound like?
– Are you having a conversation with customers or sending them “documents?”
3. Define your company’s “voice.”
– Are you writing like you talk?
– Have you defined the tone, the tenor and the kind of conversation you want to have between yourselves and customers?
4. Identify the highest volume communication you have and rewrite the content. Make a point of connecting in a personal manner at those times when your customers will read what you send them – and make it matter.
5. Share it with your company. People need to know what to emulate in tone. Then watch what happens.