Direct communication with your customers can be genuinely powerful.
If you make sure it’s actually genuine.
My energy plan is up for renewal, and I’ve been skimming a product review site. What immediately stands out is a brand (in this case Origin) responding professionally and politely.
But the tone’s not right.
It hides behind the collective, and compounds this by offering generic email contacts – stripping the communication of genuine impact.
Saying I’ll look into it, and email me, makes a world of difference.
Despite their intentions, Origin is still presenting as a faceless corporation – undoing the great work their diligent, open communications could do.