Tone of voice: is it worth the money?
Brian CarruthersWarc
Ask some marketers about tone of voice and they may tell you they've got a style guide, but a properly executed tone of voice program is about much, much more - building the brand, improving the customer experience, increasing engagement. BT, for example, has a Head of Brand Language and it's not his job to set pernickety rules around the use of commas or capitals. But reassessing call centre scripts and cutting out unnecessary content? That not only reduces the time a customer spends on the phone and...