Tone of Voice – PSA Group

Project Info

Client PSA Group
Skills Tone of voice

Project Description

Giving PSA UK Group’s corporate tone of voice a face lift

The brief
Give us a unified corporate tone of voice to improve our internal communications and the way our Customer Care team communicates with our customers and dealer network.

What we did
As part of a wider programme of corporate values and culture Woodreed developed a new corporate tone of voice using the acronym PH&CE (the ‘face’ of the company) which aligned with the three brands in PSA Group’s portfolio – Citroën, Peugeot and DS Automobiles. We trained key communicators within the UK organisation, plus everyone in the Customer Contact team to write and speak in the new tone.

We then wrote comprehensive guidelines to help everyone speak and write ‘PH&CE’.

The results
An immediate marked improvement in the quality and perception of internal communications.

PH&CE has been a revelation! We had a traditional and conservative approach to communications but the focus provided through working with Woodreed has enabled us to create a more engaging and relaxed tone, Pacy, Human but still Confident and Expert!  We’ve seen a significant improvement in engagement with our communications and have received some really great feedback from our staff.

 David Connell, Human Resources Director PSA UK