Creative & Copywriting: Copywriter as Your Customer Service Ambassador
Nobody wants to hear an automated voice that says, "Please stay on the line, your call is very important to us," followed by the news that the wait will be no longer than 30 minutes. Customers see this lack of preparation as an indication that you don't really consider them important after all.
Now, the first person who thought to tell customers their calls were important in an automated voice message was pretty smart. It was unique at that point. But to be considered a sincere message, it must be backed by sincere effort.
Fixing Customer Service with Copywriting
A few innovative companies combine sincere, well-written messaging with technology to solve problems more successfully. One I recently called suggested it could easily call me back — plus it offered me the chance to stay in the queue. The language was agreeable, saying, "We hate to keep you waiting, and we're so sorry for our backup of calls. Would you prefer to have us call you back, rather than your having to wait? Would that be more convenient for you?" And the most convenient aspect of this was, I didn't even need to input my phone number for them to call back. These smart folks used technology to help customers feel their calls really were important, and used better copywriting to warm potentially cooling relationships.
Some companies employ great customer service using a right-on-target "voice" when the customer calls. Southwest Airlines does a pretty good job keeping you entertained during your wait with a combination of offers, songs, stories and more. You can tune it out if you want, or enjoy it while you wait. This carefully crafted copywriting maintains a voice and message that's true to the brand's personality.
One company that's a little less colorful but still right on target is New Pig. While New Pig sells some pretty serious solutions for safety, industrial spills and more, it approaches customers with a consistent, unique, lighthearted voice. And it keeps the good vibes going with a phone message that ends, "Thanks for giving New Pig a squeal."