6 Tips for Effective B2B Communications

Delivering exceptional customer experiences at every touch point is something ICW Group strives for daily. We have an entire team dedicated to working across departments to ensure our customers enjoy their interactions with us and get the best insurance experience possible.

Creating great customer experiences is something all businesses can achieve. One way to make a big impact is through effective communication. Our CX team has compiled a few tips to help.

Tip 1: Use Contractions

We speak with contractions because it helps us get our words out faster, so we should write with contractions to sound more conversational. Using contractions also makes the message friendlier – “I’ll be happy to help you with this!” Doesn’t that sound friendly?

Tip 2: Use Shorter Sentences

Speaking requires breaks for breathing, so our sentences should be short – ideally less than 35 words. Adding sentence fragments to communications quickly relays information using a casual tone and provides emotional resonance. Shorter sentences also make it easier for your customers to scan for information quickly.

Tip 3: Start Sentences with “And” or “But”

This goes against everything we learned in school but starting a sentence with “and” or “but” is okay. Starting a sentence with “and” or “but” lets that sentence stand out from the others while still carrying over the thought from the previous sentence. It’s also a communication technique that makes the information more readable and memorable.

Tip 4: Simplify Your Sentence

Avoid using many words – when one word will do. Watch this one-minute video on how to avoid circumlocution.

Tip 5: Vary the Length of Sentences

Use a combination of short, medium, and long sentences to create a pleasant rhythm and tone.

Tip 6: Write to Express, not Impress

Keep the message short, lean, and easy to read. Write in a way that makes the reader feel smart because they understand what you’re saying.

To maximize your experience with ICW Group, join us on CX Day on Tuesday, October 4, a global celebration of making great customer experiences happen. We’ll host a virtual tradeshow for our policyholders and agents to learn about the products and services ICW Group offers. For more information, contact customerexperience@icwgroup.com.

Source: Radix Communications 2018

CX Team
CX Team
Providing exceptional insurance experiences that exceed our customers’ expectations at every touch point. ICW Group’s CX team has the passion, expertise, and commitment to deliver value-added services and solutions to meet our customers’ business needs.

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