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CX copy in SEB's digital services

This is meant to work as a guiding star for the mindset and tone of voice in the interface communication.

Written ID

SEB's Written ID is our guiding light, and it forms the basis for all our communication, including CX copy.

This is the essence of Written ID:

  • We are people speaking to people. That’s why we prefer using an informal, personal voice rather than an official one.
  • Our texts are clear, easy to grasp and we start with what’s most important.
  • We have the engagement and energy; we share our drive with our customers. Linguistically that means our language is snappy and modern.

The voice the customers encounters when they use a service on the internet banking services or the mobile apps must be the same in guides, sales, error messages, etc.

But CX copy should, to a greater degree than other non-fiction texts, be consistent. Therefore, we have special principles for different components. You will find specific recommendations for them here in Design Library.

This is how SEB CX copy help our customers

Good CX copy is like a personal guide that acts in the background and helps customers understand how to act and navigate. It ensures that customers do not end up in situations where they feel stupid or underestimated. Really good CX copy will rather make them feel satisfied because they succeed to finish a task without unnecessary thresholds.

CX copy in SEB

CX copy in SEB is:

  • consistent – we strive to use the same word for the same item, action or object.
  • educational – we make an effort to be brief and pedagogic.
  • distinct – we avoid bank jargon or tech jargon.
  • helpful – we prevent mistakes and setbacks.

Resources

Use our common cx-copy resources at SEB. Click on the links below for:

  • Written ID is the section in SEB’s brand manual about language and tonality
  • Språket i SEB is a gathering place for language issues in SEB. We discuss how we write to our customers, but also about the Swedish language and language accuracy
  • Språklådan is a wiki that helps you with spelling, language accuracy and grammar

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Related patterns & components

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