Writing like a person without being unprofessional
Write the way you would speak to the person if they were standing in front of you. Short sentences, no formal opening, a name, and the answer in the first line. Email register in a chat window reads as either a machine or a brush-off.
The shape of a good reply
Bad:
Dear Valued Customer, Thank you for reaching out to us
regarding your enquiry. We would like to inform you that
we are currently reviewing the matter and shall revert
to you in due course.
Good:
Hi Wanjiku - I'm checking with the warehouse now.
I'll come back to you before 10.
NjeriThe second is shorter, warmer, and contains something the first does not: a time. "In due course" is the phrase customers hear as "never".
The four phrases to remove
| Instead of | Say |
|---|---|
| Unfortunately, as per our policy | We can't do that, but here's what we can do |
| We will revert in due course | I'll come back to you by 4pm |
| Kindly be advised that | (nothing - just say the thing) |
| Your patience is highly appreciated | Sorry this is taking so long |
Every one of these is a way of sounding busy while saying nothing. They read as corporate armour, and armour makes people push harder.
Answer first, explain after
The first line should contain the answer. Yes, no, or when. Everything else is context the customer reads only if the first line did not settle it - and a reply that opens with three sentences of background reads as an evasion even when it is not.
Match their language and their register
If they wrote in mixed languages, reply in mixed languages. If they used one word, do not send six lines. Mirroring is not informality - it is the difference between a conversation and a form letter, and it is especially true where WhatsApp is the primary channel.
Voice notes count
A thirty second voice note answering a complicated question is often better than four paragraphs, especially across languages. Send one, and follow it with one line of text summarising it - so the customer can find the answer later without listening again.
Questions people actually ask
Should business WhatsApp messages be formal?
No. WhatsApp is where people talk to people they know, and formal register reads as distant or automated. Clear and warm beats correct and stiff.
Should agents use their own name?
Yes, where the business is comfortable with it. A named person is answerable and gets more patience than an anonymous 'support team'.
Njiwa
One inbox for WhatsApp, Facebook and Instagram, and an API that sends over either WhatsApp rail. 7 days free, no card.