Do you speak Digital Customer Service?

Do you speak Digital Customer Service?

More and more organizations have realized that excellent and consistent Digital Customer Service is a key business driver. The smartest ones have focussed on conversations effectiveness, taking care of them in details. That implies working on two aspects: tone of voice and, accordingly, up-skilling their agents turning them into digital conversation specialists. The good news for you? I’m going to provide you with golden tips on both areas.

1. How customers feel about your digital conversations?

One of the most frequent reasons of a customer’s complaint when asking support over social media, live chat or messaging apps is the way they are being treated. Want a few examples?

  • ‘The treated me like a number, not like a person…’
  • ‘They used such technical words, that I could not understand…’
  • ‘The agent responded to my query but I did not feel really welcomed…’
  • ‘They told me that I must contact them over another channel..why in the world don’t they support me over this one?’
  • ‘I was not sure if I was speaking to an agent or a chat bot…’

These are just few, yet pretty common examples. I also notice them whenever I carry out assessments for my clients, analyzing their digital conversations to laser focus on areas of improvement. That’s why when it comes to Digital Customer Service the way you handle the conversation can make or break the whole customer experience. So you may wonder now, ‘how can I get my team digitally up-skilled?’ And ‘what competencies do they really need to master online conversations over different channels?’ After working with many clients during these years, I’ve developed the Digital Customer Service Personas©, the skill-set model that I’ve been using to help them turn their agents into digital conversations specialists

[Ebook] Download your free copy of Digital Customer Service Personas© 

2. Set your language, promote your culture

Smart companies are moving away from ‘brandalese’ towards a more conversational yet professional language with customers. Such an urgency affects especially seasoned organizations that today need to take a great leap forward: rapidly shifting from a traditional approach to customer service to a varied support provided thru Facebook, Twitter, Live Chat or WhatsApp. Looking for a brilliant example? The challenger bank Monzo has published the tone of voice they are committed to use, whenever having a conversation with customers. By doing so they advise either prospect and customers on what Digital Customer Service language will be speaking. Excerpt below: 

Monzo tone of voice

Setting up the language and tone of voice you use when providing digital support will let you get several benefits.


  • Will get equipped with clear guidelines to for digital conversations
  • Will be providing a consistent tone of voice dealing with customers


  • Will perceive and appreciate your language, tone of voice, thus your values 
  • Consequently they will adapt their tone of voice to yours

Over to you

So without any further ado, set up your tone of voice over digital channels to deliver excellent, consistent customer experiences. Because I guarantee that your competitors are not sitting on their laurels. 

To learn how I can help you out, drop me a line or send a voice message.

Have great conversations.

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About Paolo Fabrizio

Digital Customer Service Consultant, Trainer, Author, Speaker. In the 90s he took part in the startup of the first online insurance company in Italy, following the customer's entire life cycle. Since 2013 as a consultant and trainer he has helped companies to exploit digital customer service as a business lever. Founder of, he is the author of thematic books at thematic conferences in Italy and abroad and lecturer at the Bicocca University of Milan.

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