Lakeland

Developing written communications to bring out the Lakeland values to customers, suppliers and employees

For four years now, the Lorries have helped us make sure the quality and tone of our company writing is Lakeland through and through. Their work with our key communications teams has helped us deliver the ‘Lakeland experience’ whenever we communicate. Thanks guys!

Gary Marshall, operations director, Lakeland

Aims

• To make sure the quality and tone of Lakeland’s customer service, buying and HR writing matches Lakeland’s personality and values
• To enhance Lakeland’s existing relationship with customers, suppliers and employees
• To improve both productivity and quality for key communications teams

Project

To achieve these aims, we:

• spent time with key stakeholders at Lakeland’s Windermere HQ to get a feel for the company and how they wanted to come across
• went through letters, emails and HR documentation with a fine-toothed comb to identify where they most needed to improve, and came up with a detailed set of recommendations
• created a new model paragraph library and a tailored writing toolkit aimed at achieving consistency of tone across Lakeland’s customer service communications
• delivered writing workshops to people in key communications teams – customer service, buying and HR
• have given regular follow-up support to keep standards and writer confidence high

Results

• Communications that deliver the Lakeland brand values right across the customer and employee journey
• More efficient and empowered communications teams
• Customer and supplier queries and complaints resolved more efficiently
• Positive feedback from customers, suppliers and employees