Crafting customer delight
IT’S ALL ABOUT PERSONALITY
How we express ourselves and build meaningful relationships
Messaging Guide
Kayako streamlines your customer interactions
You’ll love writing for Kayako! This is your practical guide to writing for Kayako. We hope you’ll enjoy using it. The language and tone of voice that we use is important to our brand representation, here we’re showing you how to really engage with our customers and prove that we’re different. Whatever part you play in the Kayako team, as an employee or an external partner, you are integral to spreading our message, so the next few pages will be taking you through how to do just that: •
Who we are
•
What we do
•
Why it matters
•
Where we’re heading
•
How the language you use can help us get there
GETTING UNDER THE BONNET OF KAYAKO
4
The helpdesk thought leaders
5
Bringing harmony to the helpdesk
7
We do it better
8
Kayoako’s clear vision
9
Our brand reflects our values
10
Keep referring to the Kayako Brand Touchstone
12
Our values define us
25
Sitting down to write
26
Your copy checklist
27
Making it personal
28
Good copy examples
There’s a lot of love for Kayako!
We are Kayako, the world’s most innovative multi-channel helpdesk. Together, we’ve revolutionised customer support, creating one powerful, unified, social platform that helps companies all over the world seamlessly look after more than [insert figure] customers every year. We’re trusted industry leaders, solving problems to make people happy, business simpler and our clients more profitable.
Bringing harmony to the helpdesk Kayako covers every type of help, from everywhere
We reach out to our customers with remote access support software, empowering our clients to interact with their own customers in a simple, effective way, across an ecosystem of media. It’s about making customer support easier, personable and sociable. To some extent we’re making friendships out of problems. Our platform is intuitive and enjoyable to use, right out of the box. We are seamlessly pulling together every interaction an end user had with a company, so that our agents can help with just a glance. This determined efficiency builds positive relationships and real brand loyalty.
Kayako gives our clients the competitive advantage by delivering truly amazing customer support
> We provide the world’s best multi-channel helpdesk platform
client companies
>
This enables our clients to provide amazingly responsive, multi-channel customer help and support
our clients’ customers
Our clients’ customers receive amazingly fast, clear and relevant support from the company they’re engaging with – using any format or device to suit their needs
WE DO IT BETTER No matter who they are, our clients rely on our industry expertise and market leadership to really help them to push the boundaries of how they can help their customers. We are providing them with the tools they need to successfully compete in their marketplace, retain a loyal customer case an, ultimately, achieve extraordinary growth. For tens of thousands of people all over the world, we’re helping to create customer support that not only responds to their needs, but goes way beyond their expectations – surprising, delighting and inspiring, every time.
Kayako makes organisations super-helpful
Kayako’s clear vision We’re determined to grow, succeed and continue revolutionising the way businesses support their customers. We want to be the world’s leading multi-channel helpdesk platform. By 2016 our seamlessly integrated customer support will be offered to more than 50,000 active customers and we will employ 350 people worldwide.
Kayako filters and manages all of your customer interactions
Our brand reflects our values Our global ambitions will become a reality through presenting a coherent, consistent and dynamic brand experience reflecting our true values and delighting our customers. Following in-depth workshops with Kayako employees, we defined our brand qualities and shaped our tone of voice around these qualities. Following this we were able to develop a brand new visual identity to be proud of. The Kayako Brand Touchstone is at the heart of it all, and stemming from this is a set of values which will help us to stay focused on who we are and where we’re heading.
Kayako helps build communities where our clients can do better business
Keep referring to the Kayako Brand Touchstone Our brand touchstone is a graphical representation of the Kayako brand experience, the way we go about our business and the values that we stand for. We’re passionate about looking after our clients, and helping them to look after theirs. At the centre of the Kayako brand experience is a genuine commitment to crafting customer delight. We do this through four core values: • • • •
Integrity Energy Confidence Innovation
Brand Touchstone Committed to our customers
Passionate about what we do Great to work with
Focused on collaboration Honest and open
Building and maintaining partnerships with customers
Tested and proven
Driven to provide excellence
Friendly and positive attitude
Motivated to do all we can to help our customers
Reliable and trustworthy
io n
Co n
Revolutionising the way we help our customers
Eager to do things the best
Proven high performance
Determined to help our customers help their customers
Tenacious
f
Dedicated to our customers’ cause Pioneers in the sector
Creative thinking Thought leaders
Clear customer benefits
e
nce
ov
at
Highly motivated
En
de
Constantly improving
y
Crafting customer delight
Inn
Always up to date with technology and trends
Inclusive
it gr
y rg
Understanding of our customers’ needs, and their customers’ needs
Int e
Delivering promises alongside our customers
Sharing our expertise to help remove pressure
Excellent value and service
Reassurance and peace Our customers of mind are rewarded by letting us take the pressure off
The Brand Touchstone is © Liquid Agency Europe 2013
Excellent reputation Delivering results Experts in our field
The best customer satisfaction
Consistent
The outer rings show how our core values translate into our attributes: Our core values are:
Our attributes are:
•
Integrity
• • •
Building partnerships Reliable and trustworthy Inclusive
•
Energy
• • •
Friendly and positive Motivated Eager to do things best
•
Confidence
• • •
Tenacious Pioneers of the sector Delivering results
Innovation
• • •
Constantly improving Creative thinking Excellent value and service
•
Brand Touchstone Committed to our customers
Passionate about what we do Great to work with
Focused on collaboration Honest and open
Building and maintaining partnerships with customers
Tested and proven
Driven to provide excellence
Friendly and positive attitude
Motivated to do all we can to help our customers
Reliable and trustworthy
io n
Co n
Revolutionising the way we help our customers
Eager to do things the best
Proven high performance
Determined to help our customers help their customers
Tenacious
f
Dedicated to our customers’ cause Pioneers in the sector
Creative thinking Thought leaders
Clear customer benefits
e
nce
ov
at
Highly motivated
En
de
Constantly improving
y
Crafting customer delight
Inn
Always up to date with technology and trends
Inclusive
it gr
y rg
Understanding of our customers’ needs, and their customers’ needs
Int e
Delivering promises alongside our customers
Sharing our expertise to help remove pressure
Excellent value and service
Reassurance and peace Our customers of mind are rewarded by letting us take the pressure off
The Brand Touchstone is © Liquid Agency Europe 2013
Excellent reputation Delivering results Experts in our field
The best customer satisfaction
Consistent
Our values define us Our personality should sell us to our customers and shine through in every element of our communication – whether through our website, adverts, presentation, brochures or social media. When we write we should be constantly thinking of our core values, as well as about the attributes, attitudes and beliefs they give us. Over the next few pages, we’ll explore each of our values – and what they mean for our language – in a little more depth.
Let Kayako take the pressure off
Without integrity we are helpless
Brand Touch Committed to our customers Focused on collaboration Honest and open
Building and maintaining partnerships with customers
Tested and proven Reliable and trustworthy
Understanding of our customers’ needs, and their customers’ needs
Constantly improving
Inn
Always up to date with technology
Inclusive
Int e
Delivering promises alongside our customers
it r g
y
Pa
Reach out to customers at Kayako
We’ve a long and successful track record with customers who trust our multi-channel helpdesk to help them deliver on their promises. So, when we write, we use language that’s clear, simple and honest. We don’t blind people with jargon, oversell or use exclamation marks at the end of every sentence. We don’t need to. We’re open about the benefits of our products and services and we don’t make claims we can’t support. If we say our product is the best, we say why. We trust that our experience will sell our success.
We use words like: Trust Understanding Open Real Partnership Relationship Collaberation Together Commitment Promise Priority Thorough Proven Delivering Care Established Honest Tested
And say things like: “We’re working hard to take the pressure off keeping your promises and maintaining a positive relationship with your clients.” “Today’s customers aren’t afraid to tell it how it is, and they won’t settle for spin or standard responses. Give them honest, open, personal support and let them spread the word.”
It’s our boundless energy that makes us so dynamic
chstone Great to work with Driven to provide excellence
Friendly and positive attitude
En
Motivated to do all we can to help our customers
Sharing our expertise to help remove pressure
Clear customer benefits
e
y rg
nce
d g ps ers
Passionate about what we do
de
d to mers
f Co n
Eager to do things the best
Tenacious
Proven high performance
Determined to help our customers help their customers Dedicated to our customers’
We’re passionate about what we do; about helping our customers help their customers.
We never waffle. We always talk about ‘you’ rather than ‘o conversational language that everyone understands.
We’re always friendly and positive, relishing challenges an scaring people with problems. It’s OK to use contractions, such as it’s, an with And.
And we’re always active, rather than passive. For example Passive: The new software was launched by us in April Active: We launched the new software in April