How a message is conveyed and the content of such a message can be pivotal in certain situations. This only shows the importance of applying…
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How a message is conveyed and the content of such a message can be pivotal in certain situations. This only shows the importance of applying a correct and appropriate tone of voice to the brands, so that the company’s principles and personality are transmitted from the very beginning of each interaction with a customer.
Chatbots have being increasingly used for customer service, precisely because they are consistent and uniform, and when customers get in touch, they don’t want to talk to a specific agent, they want to contact the brand.
Defining the tone of voice is not easy, as it needs to be in accordance with the entire process of creating the brand, so that each interaction with costumers is aligned with the most appropriate positioning of the brand.
In communication interfaces, such as chatbots for example, the tone of voice is even more essential, as it is part of the company’s strategic planning process. Chatbots build dialogue and need to have a very aligned tone of voice so that the company’s image is reflected in a correct manner.
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First of all, it is important to understand the difference between these two concepts. Basically, the voice is the general way a brand uses to communicate and show its ideas, and the tone is about the particularities and differences of this communication before others.
The voice would be something like a representation of the brand’s values and morals, and it can’t be altered. The tone is more flexible, works according to the context in which the interaction happens with the customer, its approaching and the where it happens
Knowing this distinction is interesting because from this perspective the brand is capable of understanding what it can adapt and make flexible when it comes to communication with the external, establishing limits.
From an investigation based on the definition, the values, positioning of the brand, and the message that the brand wants to convey to people, the voice starts to be defined. In this stage, the development of a persona, a fictional character that represents the consumer of your brand, is fundamental. This persona will assist the brand in understanding with whom it will best identify, in order to connect people in a more spontaneous way.
According to a study developed by Accenture, 76% of costumers stated that their purchasing decisions are directly linked to the values that companies and their leaders propagate, and may even give up on purchasing from that brand or exchange for another brand if it deals with serious issues, such as politics and socioeconomic problems, in a neutral way.
From the colors to the product to the service delivered, it is essential that the brand is honest in this important moment of definition, so that there is, above all, consistency in the attitude towards the subjects it will address. Otherwise, it will manifest inconsistency and in authenticity.
The tone starts to be defined right after the voice, as well as the place where the interaction will happen. In the case of chatbots, it is important to have the company’s objective clearly defined when using this means. Humanizing the customer service, improving Customer Service and reaching 100% of the service scope are some of the goals that companies look for when thinking about chatbots.
Alana Chatbot, for example, in addition to accomplishing these three objectives, also promotes complete integration with other skills, which can generate personalized reports and notifications.
In order to develop the best tone of voice for your brand, the ideal is to study and develop tests with results through reports and data, to be able to mix the tone and voice of the brand and create a harmonious and coherent interaction with customers.
However, like everything in the world of technology, change is always happening. During the process of developing the tone and voice of your brand, remember: the voice must always remain constant, but the tone must be adaptable to the new means and types of customers, which are constantly evolving.
For this, it is important to be aligned with a tool that allows this personalization when defining (or redefining) the brand’s voice tone. During the Alana onboarding process, the company itself decides whether it will behave in a more formal or informal way, whether or not to use emojis, and even if Alana can take more risks in the answers it provides. In a super simple configuration process, because it is plug’n play, in a few clicks, Alana is set up to work with a cohesive and natural language, influencing the improvement of each service interaction, regardless of its volume.
Book a demo right now and understand more about the advantages of having a tool that values a natural tone of voice and efficiency in responses.
