By Liam Radford, Head of Customer Experience, Muir Group Housing Association

How we write matters.  It can help us show we care, building trust.

When we write to our customers, we use the same clear and friendly language we’d use if we were speaking to them ‘on the doorstep’.

It’s the same for the people we work with. They want us to be clear, direct and respectful – just like if we were speaking to them ‘at the desk’.

So, whether it’s a letter to a customer or a quick email to a colleague, our tone of voice reflects who we are: caring, passionate, and here to help.

What does that look like in practice? It’s simple. We write like we speak. Imagine you’re standing on a customer’s doorstep or sitting across from a colleague. What would you say? How would you say it?  That’s how we write.

Why it matters The way we write isn’t just about following guidelines—it’s about living our values. Every word is a chance to show who we are: a team that cares and works to make a difference.

Living our values through words Our values guide every message we send.  If we were on the doorstep or at the desk, we’d ask:

• Caring: What’s the first thing you’d say?
• Responsive: How would you meet their needs?
• Passionate: What would you do to make sure what you’re saying is as good as it can be?
• Inclusive: How would you make sure what you say is inclusive?
• Dynamic: How would you show you’re thinking of ways to help them?
• Honest: What would you say to show they can trust you?

So, next time you’re writing, take a moment to ask yourself: if I were ‘at the doorstep’ or ‘at the desk’, what would I say?