Choosing the perfect message to your customers

Recent trends indicate that most customers are handling more of the simple issues themselves with self-service technologies, while customer support agents are getting to the issues customers can’t solve on their own.

However, despite the decrease in volume of support tickets, the job of a customer service agent doesn’t get any easier. They are under constant crossfire, facing the rage of angry customers and dealing with the complex problems that machines can’t solve.

This means that the conversations you have with your customers are now more important than ever. But, are you delivering the right message? Here’s a few tips to ensure you’re doing just that.

Be caring, but don’t go over the top

It’s nice to show that you care about your customers but, there’s a line you shouldn’t cross. It’s great to say “thank you” and ask “hey, how are you doing?” but, if you’re too enthusiastic in your writing you may sound fake. Delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problem solved—does”.

So, get to the point and keep it simple. Avoid exclamation marks and too many emoticons, because it may look like you’re trying too hard. 😍😍😍. Be helpful and attentive instead. The whole point is to remove obstacles. Customers resent having to contact the company repeatedly, and not having their issues solved.

Use positive language

One of things I always do when writing is to be positive because that’s often how you can influence people and create empathy, and in customer support that’s no different.

For example Buffer’s Chief Happiness Officer, Carolyn Kopprasch, removed the words “actually” and “but” from her vocabulary. The result was a much more positive language and better customer engagement.

Another similar tip from copywriting is that you should also avoid negation in a sentence, because according to psychological research if you include negative words, such as “not,” in the middle of a sentence it can throw off our brains and make it more difficult to understand.

However, that’s not always possible in customer support. You often have to use negation in your sentences, and there’s no running away from it. Your customers should understand your message just fine if the information you’re providing to them is useful and informative.

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