Legal & GeneralWhen won’t a tone of voice stick? If it’s too dry, academic or abstract, people won’t use it. That’s the problem that Legal & General had. So they turned to us. We pulled apart the guidelines they’d already had written. Then we put them back together so they had a much stronger structure and felt like part of the brand. Then we designed training which we rolled out to 4,000 people, including all 400 members of their customer complaints team. It really changed the culture. Research showed that customers were much more ‘present’ in the business. Examples of startlingly improved literature included reducing two pages to three paragraphs. And customer service people became much more likely to pick up the phone, rather than craft a long letter. Written tone of voice |
