Elevate Playbook - loop

What language to use Use first-person and second-person language to sound more familiar and direct.

To inspire confidence • Be attentive, courteous and sincere, but avoid the word ‘ sorry’ and use ‘apologies’ sparingly –being overly apologetic doesn’t inspire confidence and can sound passive, reactionary, and like an admission of fault. • In the case of major delays or disruptions –where Sydney Trains or Transport for NSW may be considered at fault, and where there are significant impacts on customers –consider adding ‘thank you for your patience’ or ‘we apologise for the delay’ to ‘live’ announcements only, acknowledging the inconvenience. • Minimise pleasantries and apologies generally, as overuse dilutes.

First person • Use ‘I’, ‘we’ or ‘our’, rather than ‘ Sydney Trains ’ (third person).

Second person • Use ‘you’ or ‘your’ (rather than ‘customer’). • Address the person not their label. To strike the right tone The public transport brand tone of voice sums up the personality we want our organisation and our staff to project with all our customer communications. We want to be perceived as: • Friendly and attentive. • Contemporary and informed. • Confident and reliable. • Empathetic but not apologetic.

Be sure to apply our brand tone of voice like a filter over all the messages you craft and deliver.

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