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In customer communication, the pendulum seems to have swung from the written word to the spoken word and back again, in the form of social media and web chat.

This explains why the demand for our Smart Writing programmes has increased exponentially in recent years, all over the world.

Writing vibrant, concise, elegant prose is not easy. During our courses, we change advisors’ mindset one step at the time, demonstrating there is a better way to write. We always follow the theory with re-writing exercises – in a safe environment. Modules cover:

  • the cornerstones of writing
  • two timeless principles of good writing
  • audience type analysis
  • seven ways to control readers’ reaction
  • running orders for good/bad news
  • the best complaint recovery models
  • P.I.N. (profile – issues – needs) analysis
  • style
  • tone.

This one- or two-day programme reaches its maximum expression in the three-day version, which also features a customer service or complaint component.

Finally, it comes with a Style Guide: this is essential to sustain the training – from the first day back in work, and for many years to come.

Clients say…

“Psycho-Linguistics should be compulsory for those who write letters – before they start writing them.” 

Delegate, First Direct

 “We have ‘lift-off’. These letters are perfect.” 

Angela Kelly, Ulster Bank

To find out more:

Nowadays, resolving or reducing complaints is no longer enough. To be truly successful, it’s crucial for companies to turn each customer into an advocate. Someone who’s able to positively influence the perceptions of thousands of other people – both in the real world and on social media.

That’s where The Power of Words comes in.

This programme establishes best practices for customer service. And thanks to Psycho-Linguistics, it will also take advisors’ communication skills to new heights. Modules include:

  • the top five things all customers want
  • what makes humans tick
  • turning negatives into positives
  • 15 magic words
  • the tricks of perception
  • transactional analysis
  • psychological stroking
  • the three most effective persuasive arguments
  • active listening
  • the importance of your voice at work
  • overcoming cross-cultural barriers
  • emotional intelligence.

This bespoke programme can run for one or two days. Or, it can be part of a comprehensive four-day package on omni-channel communication (both spoken and written).

As always, it comes with all the essentials you need, some optional extras, and T2’s on-going support.

Clients say…

“Since T2 introduced Psycho-Linguistics I have seen our entire team come together with a common goal to serve the emotional needs of our customers. Not only has our company begun healing our relationship with our customers, but we have also witnessed our team strengthen our own emotional and psychological trust in each other.”

Micah Clack, Consumers Energy

“We’ve got the green light to drive Psycho-Linguistics throughout the remaining 1,400 staff in the organisation – the hard work starts here.” 

Paul Winterbourne, Nationwide

Interested? Get in touch:


In January, T2 launched a customised series of developmental programmes, which will allow L&D Departments to bring our unique, copyrighted programmes effortlessly in-house, and make Psycho-Linguistics part of a Company’s DNA.

The programmes are based on three decades of experience with global clients from all sectors – including banks, insurance companies, retailers, utilities and government departments.

Each one comes in a user-friendly format, with a full range of support material: model answers, quality framework and sustainability. They’ve all been specifically engineered with customers – and employees – in mind.

Love Your Complaints won the most Innovative Training Award at the Customer Service Training Awards in 2012.

The Power of Words won the Best Training Award at the Contact Centre Supplier Awards in 2016.

Smart Writing, designed to satisfy the increasing demand of omni-channel communication, has been our most popular programme for three years in a row.

Results prove that by using our unique Psycho-Linguistic strategies organisations not only manage the content of their communication, but also customers’ emotional reactions to it.

Corporate brands and tones of voice come to life. Trust, empathy and conflict improve. Staff engagement gets a boost. Performance and profitability increase.

Each developmental package is guaranteed to provide a rock-solid return on investment.


For details and prices:


Can anyone tell me why a customer at the end of the phone is more important than the customer actually there in person?

What is it about the phone that makes people cast aside common courtesy, and abandon any semblance of commercial wisdom the moment they hear it ring? Is it Pavlovian conditioning? Does free will desert them?

Let me explain what I mean.

After traveling halfway across the States, I finally reached my hotel tired, hungry, and longing to get to my room. I handed over the booking confirmation, slapped my credit card down for extras, filled in a form – vehicle reg, blah, blah – and just as I was about to be given my key, the phone rang.

Wham. I disappeared – in a flash – under Harry Potter’s invisibility cloak, while the customer on the phone zoomed down the line in true Matrix fashion to push right to the front of the queue.

In those first few minutes at Reception, I should have felt the full force of sublime customer service, distilled into an exquisitely crafted procedure, by an emotionally astute Receptionist, leaving me staggered by its quality and originality.

Moments of face-to-face interaction are fleeting and precious these days. It only takes a second to leave an impression that lasts a lifetime. Reputation, credibility are on the line, time after time.

Think I’m teaching my Grandmother to suck eggs? Not so.

Why on earth was the customer on the phone given preference, while the paying customer (who was on the spot) was left hanging – abandoned, ignored, feeling second rate?

Front line staff always go for the phone. Always.

Dr Valerie Bram is a Director at T2 –