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Crafting customer delight

IT’S ALL ABOUT PERSONALITY

How we express ourselves and build meaningful relationships

Messaging Guide Kayako Messaging Guide 1


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

Kayako Messaging Guide 3


GETTING UNDER THE BONNET OF KAYAKO

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The helpdesk thought leaders

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Bringing harmony to the helpdesk

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We do it better

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Kayoako’s clear vision

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Our brand reflects our values


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Keep referring to the Kayako Brand Touchstone

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Our values define us

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Sitting down to write

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Your copy checklist

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Making it personal

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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.

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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.

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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

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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

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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

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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

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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

Excellent reputation Delivering results Experts in our field

The best customer satisfaction

Consistent

The Brand Touchstone is © Liquid Agency Europe 2013

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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

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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 Touchs Committed to our customers

Passion what

Focused on collaboration Honest and open

Building and maintaining partnerships with customers

Tested and proven

Fri and p att

Reliable and trustworthy

Understanding of our customers’ needs, and their customers’ needs

Constantly improving

it gr

y

Inn at

ov

Always up to date with technology and trends

Inclusive

Int e

Delivering promises alongside our customers

Highly motivated Creative thinking

io n

Kayako Messaging Guide 25

C


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.

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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.”

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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

Kayako Messaging customers’ Guide 31


We’re passionate about what we do; about helping our customers help their customers.

Kayako catches and manages every message from every customer


We never waffle. We always talk about ‘you’ rather than ‘our clients’. We use conversational language that everyone understands. We’re always friendly and positive, relishing challenges and opportunities, not scaring people with problems. It’s OK to use contractions, such as it’s, and start sentences 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

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We use words like: Enthusiastic Driven Motivated Fresh Ready Excited Energetic Fly Dive Leap Pop Glide Chat Share Share Surprise Inspire Smile Love


And say things like: “Get ready for your newest love interest. Kayako 5 is here.” “Time to explore. Kayako 5 is here.”

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We’re all about creative thinking


partnerships with customers

Tested and proven

attitu

Reliable and trustworthy

Understanding of our customers’ needs, and their customers’ needs

Inclusive

y

E

io n

Co

it gr

Inn

Constantly improving

at

ov

Always up to date with technology and trends

Int e

Delivering promises alongside our customers

Highly motivated Creative thinking Thought leaders Revolutionising the way we help our customers

Excellent value and service

Reassurance and peace Our customers of mind are rewarded by letting us take the pressure off

Delive resu

The be custom satisfact

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It drives our company. It’s what we’re made of.

Kayako gives everyone the latest enterprise features


We pour imagination and creative thinking into everything we do. But it’s all for a reason. It’s to make the best products. It’s to provide the best service. It’s to help our customers to run their businesses better. We can have a great website and a brilliant strategy, but ultimately Kayako is about our creativity and the ability to develop innovative, high-quality products that shake-up the status quo and outperform the competition. Therefore, our creativity should always come through in our messages. When writing about our products, we must focus clearly on the benefits and solutions they offer and what makes them different or better to the competition’s. We should always ask: Why does the customer need to know this? How will this make their lives better?

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We use words like: Super Seamless Simple Smart Unified Thinking Challenging Priority Thorough Proven Delivering Connecting Revolutionising Innovating Intuitive Imaginative Empowered Dreaming Instant Achieving Creating


And say things like: “With an ecosystem of media channels on one beautifully designed screen, you can respond faster, smarter, better.” “Join Kayako’s customer support revolution, creating meaningful, empowering customers interactions that really build your reputation.”

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We’re confident that we’re the best


llent e and vice

customers warded by ng us take ressure off

Sharing our expertise to help remove pressure

Clear customer benefits

e y rg

on

En

Motivated to do all we can to help our customers

Eager to do things the best

nce

y

attitude

Proven high performance

Determined to help our customers help their customers

Tenacious

de

erships stomers

f Co n

Dedicated to our customers’ cause Pioneers in the sector Excellent reputation

Delivering results Experts in our field

The best customer satisfaction

Consistent

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We’re proud to be pioneers in this sector with an excellent reputation for delivering results.

Kayako has an ecosystem of innovative apps


Customers buy into and promote our products because they understand them and have confidence in them and us. So our language mustn’t be afraid to convey our experience and expertise. We know what we’re doing, we know what our customers and partners need – and we deliver, consistently. Confidence is about letting our products speak for themselves, using minimal but engaging copy that gives just the right level of information. Our copy should never be ambiguous or leave the reader with any doubt as to what we’re saying.

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We use words like: Leading Shaping Driving Defining Unafraid Equipped Supported Achieving Pioneering Experience Expertise Excellence Understanding Resources Insight Know-how Evidence Reputation Ready


And say things like: “Kayako. Not afraid to redefine customer experience.” “Your unified platform, here to change your business forever.” “Kayako helps you to provide amazing customer support.”

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Sitting down to write Prioritising your messages can make them much more powerful and proactive.


So, before you begin, take a moment to work through these steps and think about what makes Kayako such a great investment: • Think about who you’re writing for • What do they need, want or have an interest in? • Tell them up front how our products meet those needs • Focus on product benefits – this can really boost sales • Emphasise that we are innovative, inclusive and super-helpful • Establish trust in our company, products and people • Demonstrate how we can give them the results they need • Explain how quickly and easily they can start using Kayako • Confidently explain our prices and the value they deliver

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Your copy checklist To conclude, here are a few things for you to remember when writing for Kayako: • Remember who your audience are – they won’t all be tech-savvy. • Does your copy feel energetic and confident? • Does it covey our integrity and creativity? • Have you written it the way you’d say it to a friend? • Have you used plain English and kept your grammar simple? • Does your copy give the reader genuine reasons to believe in us and our products? • Do you get to the point quickly, so your copy’s an easy, enjoyable read? • Have you checked that it’s free of typos or other errors that could undermine our integrity?


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Making it personal It’s our job to be open, honest, helpful and collaborative, with support that’s warm and social, not distant and transactional. So...


Put some emotion into your messages: Be happy, show confidence, be proud and remove their worries. Our customers must be confident that investing time and money in Kayako will result in customer interactions that are meaningful, that really matter and avoid frustration and fear. Take away our customer’s pain: Show how we’re responding to our customers’ issues with insight. Kayako tackles challenges in a forward-thinking way, so demonstrate how much we value each customer, and that we can solve their customer support problems completely.

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Good copy examples We’ve seen how different words and phrases can bring out certain aspects of our personality. Now let’s see how we can bring it together to express our brand as a whole, across a variety of different media.


Punchy lines that get to the heart of what we do: “Leading the revolution in multi-channel customer support.” “The most engaging multi-channel experience on the market.” “The first of its kind. The best of its kind.” “Streamlining your customer interactions and taking the noise out of your database.” “Broadest, deepest, most powerful.” “A new meaning to reliable and secure, combining insightful, intuitive, imaginative and aware.” “Be outstanding customer support.” “Out-engage your competitors. Keep your customers. Achieve extraordinary growth.” “Tap into the best IT-ingenuity from around the world.” “Crafting your customer delight.”

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More good copy examples Sample web pages: It works for you. Not the other way around. Every business does thing differently. Kayako 5 is not afraid to do thing every way possible. Your tickets are easily configured for any number of fields, just the way you want them. Unswervingly results focused. Kayako 5: empowering you to serve your customers better, faster, smarter, more collaboratively.


Sample advert headlines: Every call. Every email. Every tweet. Every time. Kayako 5. Seamless, social customer support. When customer service really matters. Why reinvent the wheel when we can reinvent the helpdesk?

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More good copy examples


Sample blog entry: What’s new? Exciting is every day here at Kayako towers. The world’s best multi-channel helpdesk keeps on getting better and we always love showing you how our stunning new features can help your agents turn problems into profits. Keep up to date with what’s happening stay tuned to our new What’s new? page, keeping you informed every step of the way.

Sample Tweets: @simonsays: glad you’re loving Kayako 5! Check out our blog entry, it’s got what you’re looking for [link] @kayako: get ready everyone, something big’s coming your way! #excited #newlaunch

Sample internal communication: We’ve got a lot to be proud of. What we’ve built together in Jalandhar isn’t just changing lives here, it’s changing companies the world over. We’re revolutionising customer support. We’re making business better. And we’re making people happy. All thanks to you. Kayako Messaging Guide 59


Messaging Guide

Kayako Messaging Guide