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Be Sincere in Your Customer Service Emails
A Web Copywriting Tip by Nick Usborne
The kind of customer service email I usually receive is formally written...the usual boilerplate response.
Do those emails fill you with confidence when you have a problem that needs resolving? Do you feel reassured when the tone of the text is dry, lifeless and drawn from some template of “the right thing to say”?
Not me.
But from time to time I do feel reassured.
The other day I had a problem with my HitsLinks web site stats service and fired off an email asking for help.
Here is what I received in return:
“We sincerely are working on this as quickly as possible and will do our best to get it back up as soon as possible. our sincerest apologies.”
It’s not a very well written message.
But that’s not the point. The point is that it was clearly written by a person.
And it wasn’t edited, dressed up and approved by the marketing department.
There’s value here...because the person behind the message is so evident.
It’s one person writing to another.
Why can’t all companies allow the voice of a single person to sing out?
Because companies are scared and cautious. They want to polish every communication to make sure it fits their brand.
The trouble is, they polish the life out of everything they say. And in a customer service environment, that makes a big difference.
The funny thing is, HitsLink took a bit of time to resolve the problem. But I still feel good about them...because they spoke to me in the voice of a real person.
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