Case Study

Social Media Tone of Voice Training for Client Relationship Centres

The challenge:

With a little help from George Clooney, the Nespresso brand communicates simplicity, warmth, and humour as well as the pleasure in owning a Nespresso machine.

The challenge for the client service team in Lausanne was to make sure that coffee specialists worldwide knew how to communicate the essence of the brand when communicating with clients via social media, live chat and email.

It needed to define its digital tone of voice and deliver a series of training modules on how to communicate this in ways congruent with the expectations of the client and the company’s values.

The approach:

The first step was to research how the brand communicates digitally and how different Client Relationship Centres (CRC) used tone of voice.

The design of training modules after the validation of our findings:

  1. The digital mindset and behaviour of the customer
  2. Digital tone of voice and how it distinguishes brands
  3. Digital writing skills and how to develop them
  4. Conversational categories and how to prioritise them
  5. Governing principles in relation to social media, live chat and email
  6. Time management in terms of answering client and why this is linked to productivity.

Our approach encouraged each CRC to retain a sense of its own cultural identity whilst being part of a global brand.

The solution:

In association with Colorado Conseil, the design and delivery of:

  1. Success Journals for completion, pre-and post any training
  2. 4 x ½ day training modules for delivery to CRCs internationally either via GoToMeeting or on site.
  3. Train the Trainer support materials for Team Leaders in each CRC.

Monitoring and review of the training every 6 months to keep it up to date.

The result:

To ensure there is consistency in how Nespresso delivers a world-class client service through its digital channels, all CRCs receive the same tone of voice training

Coffee specialists can identify what sort of tone of voice they should use and why. They are aware of the categories of conversation customers wish to have and the language to use when replying to them. This results in positive advocacy by the Nespresso online community.

Pélissier / Colorado Conseil has worked with Nespresso since 2012. Training has been delivered in Barcelona, Brussels, Budapest, Lausanne (HQ), Lyon, New York, Paris, Prague, Sion, Stockholm, Sydney and York.

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