Also read: Usability Award: The SNS Bank
Posted: Mon Dec 23, 2024 7:01 am
Nespresso is what you say to the target group, also on the website and in e-mail newsletters. Cold and distant? Not with the image of Nespresso. In their expressions, 'you' sounds very personal.
2. What do you offer?
Much has changed since IKEA started using the informal 'je' and ' jij'. If visitors to IKEA stores notice it at all, then in 2017 they don't mind the informal 'je' anymore. But the range is also there: chairs, beds, bookcases, soft sheepskins for over the sofa or by the fireplace. Items that make you think of relaxation and free time. The cosy 'je' and ' jij' fit in perfectly with that.
Doing popiejopie
Most financial institutions, however, have not yet dared to take the step to je en jij – also online. And the companies that have done so, have some explaining to do to their customers. For example, a customer writes on the customer forum of SNS Bank: “SNS manages thousands of euros for me and makes a nice profit from it. Acting like a doll hospital email address list does not fit in well with that. All communication from the bank must take place with appropriate politeness.”
Serious business
When it comes to fashion, equipment, cosmetics or interior, you can – within the framework of your brand identity – easily include you and you in your tone of voice. You won't touch customers to the depths of their soul with these products, the stakes are not huge, and they generally won't care how you address them. Be more careful with 'serious matters', such as money, healthcare or politics. Of course, you can also, like SNS Bank, consciously opt for an informal and direct tone of voice in which you address customers informally. But be prepared for critical questions and make sure you can explain well why the choice fits your brand and service provision.
3. Where do you communicate?
SNS Bank has a clear story in this regard. The website states: “SNS Bank addresses you on the internet with ‘je’ and ‘jij’. We choose to do this because we want to communicate with you clearly and directly. In this way, we do not create unnecessary barriers and we do not sound pompous.” What is striking in this explanation: the ‘jij’ and ‘joij’ apply mainly on the internet. Outside of that, there are apparently other agreements. With this, the bank sets out a clear guideline that is easy for employees to implement and explain: are we on the internet? Then we say ‘jij’. After all, that is what we consider the medium for.
2. What do you offer?
Much has changed since IKEA started using the informal 'je' and ' jij'. If visitors to IKEA stores notice it at all, then in 2017 they don't mind the informal 'je' anymore. But the range is also there: chairs, beds, bookcases, soft sheepskins for over the sofa or by the fireplace. Items that make you think of relaxation and free time. The cosy 'je' and ' jij' fit in perfectly with that.
Doing popiejopie
Most financial institutions, however, have not yet dared to take the step to je en jij – also online. And the companies that have done so, have some explaining to do to their customers. For example, a customer writes on the customer forum of SNS Bank: “SNS manages thousands of euros for me and makes a nice profit from it. Acting like a doll hospital email address list does not fit in well with that. All communication from the bank must take place with appropriate politeness.”
Serious business
When it comes to fashion, equipment, cosmetics or interior, you can – within the framework of your brand identity – easily include you and you in your tone of voice. You won't touch customers to the depths of their soul with these products, the stakes are not huge, and they generally won't care how you address them. Be more careful with 'serious matters', such as money, healthcare or politics. Of course, you can also, like SNS Bank, consciously opt for an informal and direct tone of voice in which you address customers informally. But be prepared for critical questions and make sure you can explain well why the choice fits your brand and service provision.
3. Where do you communicate?
SNS Bank has a clear story in this regard. The website states: “SNS Bank addresses you on the internet with ‘je’ and ‘jij’. We choose to do this because we want to communicate with you clearly and directly. In this way, we do not create unnecessary barriers and we do not sound pompous.” What is striking in this explanation: the ‘jij’ and ‘joij’ apply mainly on the internet. Outside of that, there are apparently other agreements. With this, the bank sets out a clear guideline that is easy for employees to implement and explain: are we on the internet? Then we say ‘jij’. After all, that is what we consider the medium for.