Making an Action Plan for Better Customer Care Responses: A Case Study

The customer care leadership team of this multinational company was concerned about the quality of written responses going out to customers. They had seen samples with poor spelling and grammar and worried those samples might be representative.

Find out how I approached the project, and how we worked together to improve customer care replies.

Read More
How to Optimise a Brand to Reach New Audiences — A Case Study

After a year of building insurance startup With Jack, it was time to optimise the brand message. Ashley, With Jack's founder and director, came to me because the existing website did a good job of conveying the brand ethos — but it didn't tell creatives why they should sign up.

Read this case study to learn more about this in-depth conversion copy project to find the messaging that would help grow the brand.

Read More
Case Study: How to Write a High-Converting Newsletter Signup Page

This newsletter signup page I wrote and designed for multi award-winning social entrepreneur and mentor Nyasha Gwatidzo achieved a whopping 60% conversion rate.

While a conversion rate of 60% is certainly not a typical result, the steps I took to create this high-converting landing page are still a great guide to writing websites that convert well.

Read More
How to make a difference: English Academy for Newcomers

Ever since I started From Scratch, I’ve been looking for a charity or NGO to support on an ongoing basis.

Lo and behold, one fine morning I found the perfect match: English Academy for Newcomers is aligned with the From Scratch ethos of #noborders; intercultural & multilingual communication; and using linguistics in a practical way.

I met founder Phil Wozny for an interview about what it means to make a difference — and how we can help them succeed.

Read More
3 Ways You Risk Companies Disregarding Your #PlasticFree Messages... And How to Get Them to Use Less Packaging Instead

2018 saw 3.4 million people from 177 countries sign up for Plastic Free July.

Lots of conscious consumers reached out to brands about reducing their plastic packaging. However, if done wrong, those messages may never make it to the right people, or they may be ignored altogether.

Here are three common mistakes I've seen, and what to do instead.

After all, Plastic Free July is just the beginning!

Read More
6 Ways You Can Make Sure Your Lead Magnet Deserves the Name (and Attracts Leads)

As anyone who's ever tried to write an effective lead magnet can tell you, it isn't as easy as just writing a longish blog post.

So here are 6 ideas that can smooth your path to hitting 'publish' with confidence — knowing that your lead magnet will resonate with the right people, in the right way.

Read More
5 Myth-Busting Facts about the GDPR

It's now less than a week until the GDPR goes live, and our inboxes are overflowing with emails asking us to confirm we still want to get that newsletter we can't even remember. A smell of panic is in the air as businesses battle the deadline and unscrupulous consultancy firms use threatening language to get one-person businesses to pay money they've yet to earn.

We've used some of the questions we've had from clients to do some digging into the most pervasive myths surrounding the GDPR, and we'd like to present our findings.

Read More
Helping Teams Communicate Better, Together: Marketing, Legal and the GDPR

Many businesses we've talked to are worried about the GDPR — especially the marketing teams. This legal change is quite a change programme in itself. Indeed, any change to the way a company communicates can surface the need for proper change management.

So our Sabine interviewed Dorit Noble, change expert extraordinare, about turning the GDPR into an opportunity.

Read More
How to reply to a customer asking #whomademyclothes — clearly & convincingly

During #FashionRevolutionWeek, social media is full of important questions which are tricky to answer. Especially in 220 characters. Even if you work for a responsible brand and you already know how to reply to a customer query, these kinds of questions can seem really daunting.

So here's a step-by-step guide for handling #whomademyclothes well. 

Read More
3 GDPR mistakes that can damage your customer relationships... and how to fix them

“This will kill our company.”

“I might as well fold my business.”

“Lead magnets are dead.”

Those are just some of the reactions to the GDPR that we’ve heard. And they can seriously hurt customer relationships.

So, we've teamed up with Dwight Leatham from Word Space to shed some light on how words can help your business thrive despite — or even because of — the GDPR.

Read More
Hiring a trainer? 13 things to look out for before you sign on the dotted line

Corporate training is a huge industry. In the UK alone, there are thousands of training providers helping businesses improve the skills of their staff. Add overseas providers into the mix, and finding an external trainer worth their salt becomes a massive task.

This 13-point checklist is designed to help you quickly assess trainers — and find someone who's able to make a real difference in the training room

Read More
7 common misunderstandings in multicultural customer care (and how to fix them)

Brexit, "Make America Great Again", Narendra Modi's Davos speech about globalisation losing its lustre: those things can't fool us into thinking that globalisation is over. Every business now sells to a multicultural, multilingual audience. In this article, we'll look at 7 common conundrums that can get in the way of building rapport with customers who speak a different language, or who live in a different culture — and how to solve them.

Read More
Do the words you use "have your BACK"?

From not-quite-convincing declarations of love to "inadver-turtle-dly" cringeworthy product packaging: Valentine's Day has reminded us that it's worth spending some thought on how you want to come across.

So here's a practical, 4-step plan for choosing the right words for your business, all wrapped up in a memorable acronym: BACK.

Read More
How can customer care survive the plastic storm in our teacups?

This month started off with a shock to the British public: our beloved teabags contain plastic. Tea lovers all over the country started asking their favourite brands some difficult questions on Twitter. And it didn't take long till we saw service teams getting some stick for how they responded.

In this article, we'll analyse what went wrong in those tweets, and how to do it better — both now and in the long run.

Read More
4 reasons why your website may not get you the sales you want

When you’re able to establish trust with a web visitor quickly, they're more likely to stay on the page, take in your entire message, and click through to buy from you.

We've identified 4 common mistakes that can put people off when they first come to your website.  Read on and fix those customer frustrations — for a website that's "on fire" with hot leads.

Read More
12 days to Christmas: survive & thrive during peak season

For many customer support pros and business owners, December is a month of overflowing inboxes, overtime and overwhelm. Only to be continued in January, when the end-of-season sales kick off properly and the returns come in. In this article, we're sharing our 12 favourite try-today ideas that can help you cope with this busy time.

Read More
Customer Service Trends 2018: 10 things we learned at the Forum's National Conference for Quality & Customer Experience

From complaints to mindfulness, from surveys to robots — what's going to change in the world of customer service? Take a peek at our notes from The Forum's Conference for Quality & Customer Experience on 29 November and make 2018 your best year yet.

Read More