We recently evaluated the correspondence of a major insurance company and its competitors. Using a benchmarking tool we developed, we rated their e-mails and letters to customers on seven Standards. One Standard that we carefully looked at was tone: “Correspondence is written in a personal, professional tone.” While the topic of the correspondence frequently involved […]
Lessons From the Insurance Industry: You Don’t Need a Gecko to Set the Right Tone
July 11, 2010