Pick three adjectives and define them
Choose three words for how you want to sound, such as clear, warm and direct, and write one sentence on what each means in a reply. “Direct” might mean the answer comes in the first line. Three words are enough to guide and short enough to remember.
Show good and bad examples
Take real replies and rewrite them. People learn tone from examples faster than from rules.
- Too stiff: “We regret to inform you that your request cannot be processed.”
- Better: “I can't do that one, here is what I can do instead.”
- Too casual for an upset customer: “No worries!!”
- Better: “I understand why that was frustrating. Here is how I'll fix it.”
Write down how you apologise
Decide what a good apology looks like: name what went wrong, say you're sorry once, then say what you'll do. Avoid apologising for everything and avoid blaming the customer or another team.
List words to use and avoid
Keep a short list of phrases that sound wrong for your brand, such as “per my last email” or “unfortunately” at the start of every sentence, and a list of words you do want, such as the names of your features as customers know them.
Apply it to macros and AI
Rewrite your macros in the guide's voice first, since they are the most repeated text. If an AI answers customers, put the same guide into its instructions and review a sample of its replies each week against it.
Review it with real tickets
Every month, read ten replies from each person and from the AI against the guide. Update the guide when the product, the audience or the examples change.