Our Hotpoint dishwasher of 10 years has finally given up the ghost. Fortunately, we’d taken out extended warranty, so a replacement is on its way.
Having ordered the new one, we got a text within hours:
Hotpoint welcomes your Dishwasher order. Your Journey starts here and our teams will be with you until completion, providing updates along your journey.
I don’t know where to start with this. It’s all kinds of wrong and highlights the apparent difficulty that so many large brands have in creating a consistent and credible tone and voice.
To begin with, why is ‘Hotpoint’ doing the welcoming? Shouldn’t it be ‘we’, quite aside of the dodgy use of ‘welcome’.
And then there’s the tiresome, hackneyed use of ‘journey’… I’m only waiting for a dishwasher to be delivered, for God’s sake.
The thing is, I understand the broad intention of Hotpoint. Providing a friendly, customer-centric buying experience is crucial to how you build up advocacy and repeat business. Continue reading “Why tone and voice is so important”