Presentation: The wirter

transcript

Why Words Mean Numbers

Neil Taylor

PedestrianInjuryReductionSignalsExperiment

consistentdistinctiveempathetic

efficient

down 22%

“Since we started the new style, the emails I type are quicker, and customers’ responses are a lot less aggressive. Even the customers try and respond in a much better way.”

Simon BriningExecutive level complaints team

“[It] has been the main factorin us reducing our repeat complaints from around28 per cent to less than20 per cent.”Tim LiddellGeneral manager for complaints and analysis

efficient

Find a McDonald’s near you

Find your BK location

Find a Restaurant

Take me to the tacos!

Find a Restaurant

efficient

In ’78, Ben had been fired from a series of McJobs while Jerry had failed for the second time to get into medical school. So, armed with a $5 correspondence course in ice cream making, they opened their very first scoop shop in a dilapidated gas station in downtown Burlington, Vermont.

In the early days the boys were pretty bad at book-keeping. After two months they closed the store and hung a sign that said: ‘We’re closed to figure out whether we’re making any money’.

Economic Mission

To operate the company on a sustainable financial basis of profitable growth, increasing value for our stakeholders, and expanding opportunities for development and career growth for our employees.

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1. Audit your language journeys

Mr Neil Taylor, you’re ready to fly.

*The collection of Avios through our partners is subject to geographical limitations, see partner full terms and conditions for details.

2. Make the most of 2. opportunities

3. Make some friends

Priority tickets:when they’re gone, they’re gone.

Priority tickets are subject to availability.

4. Sweat the detail

5. Start a movement

CustomerO2 had to travel to Italy to get signal - desperate times!!!

O2You can come back now. We’re back in business :)

CustomerO2 had to travel to Italy to get signal - desperate times!!!

O2You can come back now. We’re back in business :)

CustomerOi! O2! Because of you I missed a call from my dear old mum. For that I think I owe you a pint. Ta! :)

O2Um... you're welcome, we think. But if your mum asks, we'll totally deny this tweet.

CustomerOi! O2! Because of you I missed a call from my dear old mum. For that I think I owe you a pint. Ta! :)

O2Um... you're welcome, we think. But if your mum asks, we'll totally deny this tweet.

CustomerO2 F**K You! Suck d**k in hell

O2Maybe later, got tweets to send

CustomerO2 F**K You! Suck d**k in hell

O2Maybe later, got tweets to send

6. Watch the numbers

Watch the numbersCalls to call centres from confused customers drop by 91%

Net promoter scores improve from -25 to +25

Customers’ perceptions of the brand as helpful up by 31%

Response rates up 800%

€10,000,000

Those six things again

1. Audit your language journeys2. Make the most of

opportunities3. Make some friends4. Sweat the detail5. Start a movement6. Watch the numbers

Thanks.Find us at thewriter.comFollow us @TheWriter

Presentation: The wirter

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