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Presentation Objective
You will learn:
● How to create effective email templates that will help you to scale your business
● Provide better customer support by cutting your response times by over 50%
Why Spend Time Crafting a Template?
● Templates can be used for automated responses, or they can be customized to an individual query.
● To save time in the long run, it is essential that you consider all the elements of a successful template.
● On a case by case email, you are present and can make judgements on whether the response is clear. If a template is automatically sent out, you need to ensure that you have considered the components of a successful email in advance
Write it once, so you don’t have to write it a thousand times
The Value of Every Response
Twice as many will share a negative response over a positive one.
Customers who receive great support will spend a further 20-40%
Contents
○ When Templates Go Wrong○ Heroes and Zeros○ How to Craft an Effective Template○ Templates from the Greats○ Need for Speed○ Get Personal○ Get to the Point○ Tone of Voice○ Persuasive Language
Templates Gone Wrong: United Airlines
… horribly wrong!
Not acknowledging the customer and their query makes them feel under-valued and unimpressed
Templates Gone Wrong: Insurance Company
Make sure your agents have access to customer interaction history
Respond to the customer where they are - Don’t send them elsewhere
Templates Gone Wrong: Insurance Company
● No response should take 5-7 days
● Ensure your template includes a realistic (and prompt!) timeframe for a response
● Automated templates will speed up your response times
● For marketplace sellers, Amazon and eBay require that sellers respond within 24 hours
Templates Gone Wrong: Insurance Company
1. Personalize the message2. Thank the customer for bringing the issue to you3. Know the customer interaction history and order details 4. If you are unable to help with the query, assign an agent who has the
required skills5. Whatever you do, don’t ignore your customer
5 Tips for Creating a Great Template
Templates from the Greats: ASOS
Tone: Friendly, helpful, doesn’t patronize
Confidence in service inspires trust, ie ‘proud’
Sign off with your nameTry XSellco Fusion SmartTags to customize responses within templates
Templates from the Greats: Schuh
Personalization:Not just by name but providing helpful solutions for customer’s location
Hi #consumer_firstname#,
Thanks for getting in touch. I’m happy to tell you that your order shipped on #dispatched_on#
and is expected to arrive at your address below between #expected_delivery_date_from# and #expected_delivery_date_to# :
#shipping_address#
Please allow for a few days after this date for the package to arrive, as there sometimes can be delays in the delivery process.
If you haven’t received your product within 10 working days, please let me know and I will offer you a choice of resolutions.
I understand it can be frustrating to wait longer than you expected for your order, but I hope
that your package arrives within this timeframe.
Kind regards
James @ The Selling Company
‘Where’s My Item?’
Sample Response Template
Quick Tips!❏ Thank the customer for their query❏ Include helpful details they need❏ Inspire confidence - offer a choice of
resolutions❏ Clearly formatting - make the message
easy to scan
The Need for Speed
Customers Expect Faster Responses
Challenge: Manage a high volume of support queries at breakneck speed.
Solution: Automated templates will speed up your response times by over 50% if you have a minimum of 5 set up.
Benefits: 1. The faster you respond, the better the
customer feedback.2. Returning customers will spend a
further 20-40% with your company.
Source: Forrester, ‘The Next-Generation Contact Center’
“Remember that a person’s name is to that person the sweetest and most important sound in any language.”
- Dale Carnegie, ‘How to Win Friends and Influence People’
Benefits:
Short-term: Transaction rates increase SIX times with personalized emailsLong-term: Customer retention and loyalty that manifests from a great experience
Quick Tips:
● The power of a name - address customer by name and sign off with your own name
● Localize information for your customer and their region
● Research your customer base and analyze their behaviors and preferences - Tailor information towards what you know about them
The Importance of Creating a Personalized Experience
Style and Format
1. Space out the information
2. Avoid miscommunication - don’t clump information together
3. Make your message readable and scannable
4. Use formatting to highlight important details
5. Draw the eye with bullets, bold sections and small chunks of
information
Get to the Point
Get to the Point - Style and Format Your Response
● The first thing you spot is the bulleted list● One glance and you should understand what it’s about● Clear concise sentences that state the facts● Assure the customer that this happens to other people:
clarity = confidence● Spur them into action to complete the purchase● Tone of the email needs to be confident, personal,
helpful and trustworthy
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Personalize: Use XSellco Fusion SmartTags
Apologize
Explain the status of the order
Demonstrate confidence in your service and this will inspire confidence in you
Be transparent and give visibility on next steps - advise of possible solutions
Involve the customer in the resolution. This will give them an element of control over the problem.
Persuasive language will transfer the power to the customer. Giving them status is effective if you hope to change a person’s attitude towards something.
Clarity: An Example of a Perfectly Rounded Template
Preferences for Tone of Voice
● What style of tone is appropriate for your company?
● When communicating with your customer, does your business require a casual or formal tone of voice?
For example, a t-shirt company can use a casual tone, however a business selling medical equipment might want to be more formal
● Personalize your brand● Decide whether you have a casual or formal tone of voice● Be consistent● Convey a calm and confident tone● Be polite● Always thank the customer● Ask if they are happy with the solution● Offer further help on other areas of their experience
Tips for Tone of Voice
Tone of Voice
In the next slide, you will find a sample worksheet.
The table is divided in 4 - Character / Persona, Language, Tone, Purpose.
The worksheet has been filled out with contrasting sample adjectives to make you think about how you would describe your company
The adjectives that you choose should reflect a consistent personality
Task:
● Draw out a table ● Imagine your company as a character or personality● Lay down adjectives to describe that person ● Use these descriptions get to know your company voice
Homework!Tone of Voice
Define your Company Tone of Voice
Tone of Voice
Character / Persona Tone
Language Purpose
❖ Friendly ❖ Playful❖ Warm ❖ Authoritative❖ Inspiring ❖ Professional
❖ Complex❖ Simple❖ Savvy❖ Jargon❖ Insider❖ Fun❖ Serious
❖ Personal❖ Honest❖ Humble❖ Direct❖ Factual❖ Transparent
❖ Engage❖ Entertain❖ Educate❖ Delight❖ Inform❖ Sell
The Sign Off
Tone of Voice
1. Whatever feels natural for you and your company.
2. Always thank the customer
A brilliantly fun story that informs the customer that their parcel is en route.
Note: If you decide to take this approach, you will need to ensure that your whole team maintains the same consistency - not every person on your team will have an in-built storytelling mode!
Pro: You’ll make your customer smile
Con: Danger of being inconsistent across the board
Example of a Successful Casual Tone - CD Baby
Safety + belonging + esteem = TRUST
- Christine Comaford, author of ‘Being Human is Great Business’
Persuasive Language
Using Persuasive Language
Personalize the request, use customer name and your own name.
ApologizeConfidence inspires trust
Show the customer that you value them
Default to a positive tone — suggest happiness to the customer
Elevate the customer’s status by involving them in the resolution
Be concise and get to the point — format the message clearly
End on a positive note, avoid using negative language
Do Don’t● Thank your customer● Personalize your response● Be clear and concise● Format your response for quick
scanning● Define a consistent tone of voice● Use positive language● Show empathy
● Ignore your customer● Use negative language● Avoid being too casual for complaint
responses ● Avoid negative language● Clump information