<aside> <img src="/icons/volume-high_yellow.svg" alt="/icons/volume-high_yellow.svg" width="40px" /> Create and roll out a strategy of how to define a general and global tone of voice.

This project was done in collaboration with the CX Marketing team, as well as an external Tone of Voice agency.

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Quick find:

Client: Group Customer Office, // Team: Project manager, Communication lead, Service designer, 2 tone-of-voice experts // Project Duration: 8 weeks exploration, long term defining and implementation // Goal: include customer context in a tone-of-voice strategy

PROJECT SETUP

GLOBAL STRATEGY

Create a strategy and supporting guidelines and material for Business Units on a global scale. This included better understanding the BUs needs and setup, and what they were already working on.

It also included better understanding cultural restrictions and preferences (e.g. what does ‘formality’ mean in a country).

<aside> <img src="/icons/bullseye_yellow.svg" alt="/icons/bullseye_yellow.svg" width="40px" /> GOAL

Define a global tone of voice strategy.

Include needs and pains of customer facing employees, and customer pains and needs.

Prioritise customer communication material that needs improvements - identify quick wins.

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CROSS FUNCTIONAL COLLABORATION

The project was setup as part of the Brand & Communication team in the Group Customer Office. I supported the team as service design expert. We collaborated as well with an external agency specialised in communication and tone-of-voice.

After the exploration, the rest of the team worked also with the CX Capabilities to prepare trainings as part of the strategy implementation.

MY ROLE

INCLUDE CUSTOMER NEEDS

Ensure that different target-groups are involved in the exploration, defining, and creation of this tone of voice strategy.

Many employees and stakeholders already identified the need for improving the communication tone of voice. I explored what triggered this awareness (complaints, feedback, etc.), the role of employees in this and what restricted them so far from improving this.

(T)NPS FEEDBACK DEEP DIVE

And eventually a first step towards the actual customers by including TNPS data, topic related feedback, and open feedback comments.

PROJECT PROCESS

STAKEHOLDER AND EMPLOYEE NEEDS

The project started with exploration. In this exploration, key stakeholders were included, as well as the direct target group (employees with customer contact).

SUPPORTING THE PROJECT

To prevent exploration from feeling as a blocker, I worked parallel to the rest of the team, generating and sharing insights on a bi-weekly basis.

I ensured to include many colleagues with already relevant insights, such as the NPS team, the social media communication experts, and the persona and segmentation expert.

METHODS

• Employee interviews
  • Customer facing employees
  • Helpdesk and writing
• Desk research
  • TNPS analysis
  • NPS topic analysis
  • Brand image analysis (social media mentions and feedback)

OUTPUT

• Customer insights
  • Employee pains, restrictions, and needs
  • Customer pains and need assumptions
• Customer journey
  • Customer needs and pains
  • Employee needs and pains
  • Channels
  • Relevant projects and improvements

IMPRESSION OF THE PROJECT

Due to the content sensitive topic of this project, it is not possible to share visual material.