Legal & General

Legal & General

‘Legal & General had a problem – they had a shiny new tone of voice but no one was using it. So they turned to us.’

Making tone stick

We pulled apart the guidelines they’d already had written. Then we put them back together so they had a much stronger structure and the tone felt like part of the brand. And then we designed training which we rolled out to 4000 people, including all 400 people in their customer complaints team.

It really changed the culture. Research showed that customers were much more ‘present’ in the business. Examples of startlingly improved literature included reducing two pages to three paragraphs. And customer service people became much more likely to pick up the phone, rather than sweat over a long letter.

Since then we’ve worked with them on a whole host of projects:

  • We’ve rewritten their key features documents in their new tone of voice and shown through customer research that this can make a huge difference in people’s understanding and feelings of trust and reassurance.
  • We’ve taken the Ts&Cs of many of their key products, pulled them apart, put the important bits back together again and rewritten them. The result is something that makes sense and helps customers understand what they’re buying – not often you can say that about Ts&Cs.
  • We’ve run workshops on creative copywriting and good writing for the web – offshoots of our tone of voice training to meet the needs of particular teams.
  • And we’ve put together a coaches’ pack and quality checklist to help them keep their tone of voice alive and well.