Many businesses work with branding experts to finely tune their brand guidelines and establish how they want to be perceived, but how many will have considered whether their customer communications strategy also reflects their brand identity?

Considering that 82% of people believe that a positive customer experience can change their opinion of a brand or business for the better, according to our recent research, the value of an effective customer service strategy should not be dismissed. 

The impact of tone of voice in customer service

Often forgotten by brands is the tone of voice being used by their customer service teams. Whether the contact is online, via email or over the phone, marrying up the brand’s identity to the style of communication is key to providing a cohesive, high-quality experience at every stage of the customer journey.  

The tone of voice being used should reflect the brand’s overall identity. Whether a business aims to appear professional, innovative, or casual, the chosen tone should align with the brand’s core values. Consistency across various touch points including marketing and customer service helps to build brand recognition and foster customer loyalty. 

Tone of voice has a key role when staff are dealing with customer enquiries as it allows them to establish an emotional connection with customers. By using a warm, friendly, and empathetic tone, companies can convey care and concern, ensuring that customers feel valued and understood. Additionally, by using a patient and understanding tone, businesses can diffuse tense situations and reassure customers. Often a positive tone can turn a frustrated customer into a satisfied one. 

AI and tone of voice

Tone is becoming particularly important as businesses increasingly leverage AI to enhance customer communications. While recent developments in conversational AI have meant automated systems are becoming better at adapting to a brand’s tone, businesses need to ensure their systems are programmed to emulate human-like conversations. This includes displaying empathy, understanding, and a tone that reflects the business. Effective programming allows the automated systems to maintain the brand’s tone whilst providing quick and accurate responses. 

Developing a high-quality service strategy

To develop an effective service strategy that considers tone of voice, businesses must first define their brand identity. This involves identifying core values, the mission, and the target audience. Once the brand identity is established, the tone of voice can be aligned accordingly. 

Once confirmed, customer service representatives need to be trained effectively. Companies should invest in training programmes that emphasise the importance of the tone within customer interactions. For the strategy to work, it’s key that those on the front line are confident in their understanding of the brand and its associated communication style. This is particularly important within an outsourced customer service environment as representatives should be able to quickly alter their approach depending on their different clients. 

But it's not just the customer representatives that need to be trained, any AI-powered tools used also need to be programmed to adapt their tone based on customer sentiment and the brand it is representing. 

To ensure customers are satisfied with the new approach, regularly seeking feedback from them to gauge their perceptions is critical. This feedback can be obtained through surveys, reviews, or social media monitoring. Addressing any customer concerns and making improvements based on the feedback demonstrates a business committed to continued enhancement, a trait valued by consumers.

In an increasingly automated world, the significance of tone of voice in customer communications cannot be overstated. While AI has brought efficiency and convenience, the human touch provided by having a carefully considered tone of voice is crucial in building strong customer relationships. 

By understanding the valuable role of tone, businesses can develop a high-quality communications strategy that reflects the brand’s identity and fosters positive customer experiences. Striking the right balance between AI-powered solutions and human-like interactions will enable businesses to thrive in the era of AI while maintaining meaningful connections with their customers.