Thought leadership

The lorries develop an in-depth understanding of a business and work closely with them to tailor a tone that fits. Their team of expert writers, brand language specialists and trainers help with everything from developing a new tone and guides, rewriting communications, improving the customer journey, and enthusing and training employees.

Here three companies explain why they chose the lorries to help them choose the right words – and why they’re glad they did.


Stephanie Hill, department manager

1.       Why did you decide to work with the lorries?   

I was inspired by a presentation they gave in a Customer Service Training Network event. I then met with them and they showed energy, enthusiasm and a great understanding of our brand.

2.     What were the objectives/aims for the project?

To develop a more conversational and relevant written communication style in line with our brand values. To develop a bespoke training package for our team to empower them to change and keep the new approach alive.

3.       Briefly tell us about the project  

The lorries trained a group of partners in the Waitrose customer sales and support centre who then shared their knowledge with the rest of the department. The lorries also helped us to rewrite some of our customer responses.

4.     What were the main results/outcomes?

We now have a more conversational approach to our written correspondence, and the team fully understands and engages with our tone of voice.

5.       What are three words that describe working with the lorries?  

Creative, fresh, professional.

First Bus

Barbara Bedford, customer service and communications director

1.       Why did you decide to work with the lorries?

We turned to the lorries after seeing the impact they'd had with some really big brands and seeing what a difference small, subtle changes can make to how people see your business.

2.     What were the objectives/aims for the project?

The 'voice' of First bus often sounded overly formal – we'd rely on industry terminology and stock phrases that were making it hard for people to understand us. We first set out to change the tone of the letters and emails we send in reply to complaints and queries. Very quickly we realised we needed to change our tone of voice in everything – how we address our customers and stakeholders, and also how we communicate with each other in First.


3.       Briefly tell us about the project

We started with a review of our writing across different materials and media. Through workshop sessions with the lorries, we together defined our tone – straightforward, natural and helpful.

The lorries then looked at our website and other written material, helped us introduce the new tone and put together guidelines. We held training sessions for customer service and communications teams. Everyone in the sessions is now a champion of 'First Words' (our new tone) across the business.

4.     What were the main results/outcomes?

Our straightforward, natural and helpful tone is being adopted more widely and consistently. We're already seeing a difference in how customer complaints are resolved. We think 'First Words' has made a real contribution to making our 18,500 employees feel more engaged.

5.       What are three words that describe working with the lorries?

Much like the tone of voice they've helped us develop, we found the lorries straightforward, natural and helpful!

Severn Trent Water

Anthony Hickinbottom, business project manager

  1. Why did you decide to work with the lorries?

The lorries had a great reputation of working with and delivering for high-profile clients. We asked them to do some pilot work with us as we wanted our chosen partner to understand our brand and what we want to achieve. The lorries developed an intimate knowledge of our brand and business during the pilot, and showed they could deliver efficient, sustainable change.

  1. What were the objectives/aims for the project?

How we wrote to customers hadn’t moved with the times, and we wanted our written communications brought up to speed with 21st-century writing practice – what today’s customer expects. We had two key objectives: to refresh our entire literature library; and to train all staff responsible for writing letters.

  1. Briefly tell us about the project

Working with the lorries we trained over 900 staff across our customer relations department. We trimmed down our letter template library and reviewed every remaining letter to refresh the structure and language.

  1. What were the main results/outcomes?

The training went down a storm with our staff. Our employees can now write and tailor letters that are to the point, use everyday language and keep it simple – making it easier for customers. We’re receiving excellent feedback from staff and customers about our new tone of voice.

  1. What are three words that describe working with the lorries?

Expert, flexible, reliable.

Check out the Lorry website for more detail on content creation – and to see how they can help you find the right words. If you would like to get in touch please do at 


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