Findomestic
From corporate language to unified conversation
Sector
Finance & consumer credit
Teams involved
Customer service + Social media
Duration
2-day intensive workshop + follow-up
Stakeholders
HR, Marketing & Communications
The challenge
With social media growth — particularly Facebook — Findomestic found itself like many finance companies handling customer service requests through public channels. The marketing team managing social became the first point of contact for requests requiring actual customer service intervention. The problem: when customer service stepped in, they used formal, procedural corporate language that clashed with social's conversational tone, creating perceived inconsistency and lowering community trust.
Main problems:
- Language collision: formal service vs conversational social
- Marketing team as first contact without technical service expertise
- When service intervenes, corporate language 'scares' public users
- Communication inconsistency damages brand perception on public channels
- Department silos: service and social didn't speak the same language
How we worked
Unified language workshop (2 days)
Two intensive days with customer service AND social teams together — not separated. We didn't ask 'what's your tone of voice?', but 'tell me about the last time you responded to an angry customer publicly: what did you want to say? what did you say? what stopped you?'. Real frictions emerged: service feared being 'too informal', social feared seeming 'cold' like service.
Co-creating engagement rules
Shared construction of engagement rules for public social requests. Not top-down, but co-created by teams. Examples: 'When do we use formal vs informal?', 'When can we use emojis?', 'What do we never say publicly?', 'How do we handle escalations?'. Each rule tested on real cases brought by participants. Framework: acknowledge emotion → respond human → resolve technical.
Common operational vocabulary
Building common vocabulary: technical terms translated into conversational language. Not an abstract glossary, but concrete use cases. Example: 'suspended payment' becomes 'let's pause your payment'. 'Document verification' becomes 'we need to check a document'. Each term validated by both teams to balance clarity (social) and precision (service).
Results
Unified language: service and social speak the same language publicly
Increased business opportunities: service requests become sales occasions
Community satisfaction: improved service perception on social channels
Unified teams: end of communication silos between service and marketing
Operational vocabulary: living glossary used daily by both teams
