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Tone of Voice: A Crucial Element in Communication (Especially on the Phone)
Tone of Voice: A Crucial Element in Communication (Especially on the Phone)

by: Stephanie Lanik

Strategic Marketing Coordinator
In a telephone exchange, we can only rely on hearing. Because of this, your tone of voice becomes one of the most crucial elements in your communication and to your customer’s experience and interactions with your business.
Have you ever heard the saying, ”It’s not what you say; it’s how you say it?” That basically means that regardless of the words that come out of your mouth, the way you deliver them is a lot more important.
For instance, Dr. Albert Mehrabian, a professor at UCLA, understood the importance of how we use our voices. He created the 7-38-55 rule on the effectiveness and alignment of communication.

It states that when communicating with 100% success:

  • 7% of communication is comprehended from the words that are actually used (spoken words).
  • 38% is comprehended in the way in which the words are spoken (tone of voice).
  • 55% is comprehended from facial expressions and body language (how you look).
The idea behind this rule is simple: the words we choose contribute only a small fraction of the total quality of conversations. This is why it’s important when having a conversation—specifically over the phone—to focus on the nonverbal cues that you’re communicating to the customer. And in some ways, what you don’t say can have just as much of an impact in improving customer engagement than what you do say.
Here are a few reasons why your tone of voice matters when talking to customers or clients on the phone:
Why Your Tone of Voice Matters (Especially on the Phone)

1. A Friendly Tone Builds Trust

It’s always reassuring to be greeted by a friendly voice when calling in or receiving a call from customer support. It lets customers know that the person on the other end of the phone is ready and willing to answer their questions, address their concerns, or assist with their issue in a non-judgmental and helpful way—building a sense of trust and familiarity.
For instance, our team of experts focuses on enhancing the trusting relationship between you and your customers by providing personalized and engaging phone conversations… from the moment they buy to them becoming valued customers and advocates.

2. Encourages Customers to Support Your Business

Once you have gained the trust of your potential customers, it’s more likely that they will stay loyal and recommend your business to people they know. With that being said, in order to grow your business and retain your existing customers at the same time, you must provide a positive and engaging customer experience on the phone.

3. It's What Sets You Apart from the Rest

Every customer has unique needs. Finding the correct tone and response to efficiently satisfy the customer is what sets you—and your business—apart from the rest.

Pro Tip: Always ensure that your phone communication is enhanced with a consistent tone of voice and speed of conversation.

How a customer feels after speaking to a representative on the phone vastly influences their decision to start or continue supporting your business. Your customers want to feel as if they’re valued and appreciated instead of just another number in a corporate machine. They want to know that every time they receive a phone call, they’ll be met with a compassionate, friendly, and articulate voice on the other end.

The Benefits of Implementing an Effective Voice of the Customer Program

There are many benefits to executing the right Voice of the Customer program for your business. Gain valuable insights into your customers…
Gain Valuable Insights into Your customers with personalized data capture
How to Improve the Tone of Voice (Specifically During Phone Surveys)

1. Be a Human, Not a Robot

Remember you are talking to another human being. You are not a robot and shouldn’t sound like one, even if you have a script to follow. Think about how you would want to be spoken to in the same situation. The day you stop talking to them like regular people is the day you lose touch and relevance. After that, you start losing customers. Treat your customers with respect!
This is why at Techtonic Sales, our survey experts aren’t just automated voices that ask questions. Our callers are real people! By combining technology and the human touch—our team will discover, engage, and nurture the relationships with your customers. As a result, we’re able to achieve a higher completion rate than the industry average and telephone survey rates. See for yourself!

2. Keep it Consistant

When your tone is consistent, your audience hears the same person speaking whenever they are on the phone with you (or with someone else). That shows them you’re a consistent, reliable company to work with, and that every part of their personal brand experience with you will be engaging and effective.

3. Remember: The Listener Can “Hear” Your Smile!

Put yourself in your customer shoes. Would you want to talk to someone who is unhappy, rude, uninterested or unfriendly? The answer is no in almost every case.

So, in the interest of keeping your customers happy, smile! Research has shown that smiling affects how we communicate, and it can be “heard” through the phone. Even though no one will see your face, smiling while you speak is a great way to get into a positive tone of voice. It also helps your voice sound clearer, friendlier, and more receptive.

Tone is Everything! How Can Techtonic Sales Help Enhance this Process?
We know and understand how hard you’ve worked to develop a relationship with your customers. Which is why we work with you—and your business—to develop a unique process to maintain just that.
Our trained experts work as an extension of your team, using effective and efficient communication to extend the professionalism of your business that you have worked hard to build. By instilling confidence, kindness, competence, availability, and urgency, we’re able to capture valuable insights that will enable your business to increase revenue, reduce costs and promote culture change.

Get Your Free Download Today!

Learn how businesses increase customer satisfaction with personalized data capture by downloading our free “How do you Value the Voice of the Customer” whitepaper.

Here you will see how and why companies that understand and value their customers are poised to deliver best-in-class experiences that will keep them ahead of the competition.

Let's Get Started!

If you’re ready to begin a process that has proven its success over and over again, give us a call at (888) 326-6118 or shoot us an email at and one of our experts will be in touch with you shortly.
Written by: Stephanie Lanik
– Strategic Marketing Coordinator at Techtonic Sales –
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