Creative & Copywriting: Copywriter as Your Customer Service Ambassador
It may not be all that obvious — the idea of hiring a real, honest-to-goodness copywriter to develop helpful customer service messaging. In fact, often clients have their call centers handle messaging. But this could be put in the same category as having an IT guy design your e-commerce website. Yes, the task is taken care of, but most times it's abysmally off target.
Some time ago, Neiman Marcus and Jackson & Perkins both hired one of my fellow creatives, Otis Maxwell, to write all their call-center scripts and customer service letters. The time, effort and budgets provided a solid foundation that carried the companies' messages through written and verbal communication to customers who require extra care.
A solid copywriter with an understanding of how company culture and customers gel will develop messaging that doesn't sound stodgy or insulting to your customer. That writer spends time speaking to customers, exploring and understanding your brand, and even listening to customer service calls. They'll even request a look at any customer research to learn how your customers wish to be spoken to. You can get the most bang for your buck by having your direct marketing copywriter actually do this task, because your copywriter has already put in the time to get to know your customers well.
Carol Worthington-Levy is creative partner at LENSER, a multichannel direct marketing firm (carol.worthington- firstname.lastname@example.org).