Winning Over Business-to-Business Customers and Building Trust
Interactions with business-to-business (B2B) customers are usually best suited for formal language. The goals are to increase trust and solve problems for current or potential clients while maintaining high standards.
A formal tone supports those aims and allows customer service experts to nimbly navigate corporate structures. Agents may engage with several decision-makers to guide their choices. Formal language shows a consistency that impresses people from highly structured industries.
Questions about using a formal vs. informal communication style also arise when helping customers with medical or legal issues. Those people frequently reach out when dealing with serious matters. A formal style is typically best for handling them, even when addressing consumers.
An informal style could make people conclude customer service agents don’t recognize the severity of their circumstances. They could also decide getting in touch was a mistake and go elsewhere for help — creating missed opportunities for agents and their employers.