In our pursuit of delivering exceptional customer experiences, it's imperative to recognise the significance of selecting our words thoughtfully. The following guidelines are intended to enhance the tone of communication, fostering empathy and elevating the standard of our interactions with users.


Do's ✅
Don'ts ❌
  • Every word adds up to people’s perception of who we are. So every word matters.
  • Avoid using complex words or terminologies; opt for simpler alternatives.
  • Put yourself in your reader’s shoes while writing. What are they going to be most interested in.
  • Exercise restraint with emojis and GIFs in chats.
  • Use empathetic and friendly statements whenever the user is complaining about something.
  • Steer clear of jargon or idioms that may confuse users.
  • Explain the impact first and then the reason or the process as a user is more interested in the impact of a decision/process than the process itself.
  • Remember, rudeness is never acceptable in any interaction with users. 
  • Swap formal words for normal ones: ("Commence" could be "Start", "Obtain" could be "get" and "Query" could be "Question")
  • The response should never be rude, or sarcastic and must match the tone of the user.
  • We can, and should, change our language to be more inclusive of everyone.
  • Avoid saying direct "No" to anything, it sounds rude.
  • Utilize sub-headings, bullet points, and keep sentences concise.