{"id":11186,"date":"2020-08-19T08:22:53","date_gmt":"2020-08-19T07:22:53","guid":{"rendered":"\/gb\/en\/blog\/?p=11186"},"modified":"2023-01-16T11:34:25","modified_gmt":"2023-01-16T11:34:25","slug":"how-to-ensure-all-your-communications-are-customer-focused","status":"publish","type":"post","link":"\/gb\/en\/blog\/how-to-ensure-all-your-communications-are-customer-focused\/","title":{"rendered":"How to Ensure All Your Communications Are Customer-Focused"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The world&#8217;s top companies and organisations have long known that words matter\u2014how you use words to communicate with your customers is critical to your success. If any part of your communication is ineffective, or worse, alienating to your customers, your business will have a hard time succeeding.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Communication has become a high priority for companies in recent times as they increasingly focus on<\/span><a href=\"https:\/\/www.forbes.com\/sites\/shephyken\/2018\/07\/15\/customer-experience-is-the-new-brand\/#3ee5900d7f52\"> <span style=\"font-weight: 400;\">Customer Experience (CX)<\/span><\/a><span style=\"font-weight: 400;\">. CX is a customer\u2019s overall experience with a brand\u2019s products and services. When companies focus on <a href=\"\/gb\/en\/blog\/definitive-guide-customer-experience\/\">customer experience<\/a>, it pays off in big ways.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to<\/span><a href=\"https:\/\/cmo.adobe.com\/articles\/2018\/4\/forrester-consulting-it-pays-to-be-an-experience-led-business.html\"> <span style=\"font-weight: 400;\">research<\/span><\/a><span style=\"font-weight: 400;\"> by Forrester Consulting, companies who make CX a priority experience the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">1.6x higher brand awareness,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">1.5x higher employee satisfaction,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">1.9x higher <a href=\"\/gb\/en\/blog\/definitions\/average-order-value-aov\/\">average order value<\/a>,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">1.7x higher customer retention,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">1.9x return on spend, and<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">1.6x higher customer satisfaction rates.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Communication plays a critical role in how a customer experiences a brand&#8217;s product or service. That\u2019s whether it\u2019s a customer&#8217;s first interaction in a sales email, how a customer service rep communicates with them in a chat feature, or the language used in the onboarding process. Whatever the forum or channel, communication defines how your customers will think about your company. Yet while it\u2019s obvious that companies need to take communication seriously, it\u2019s not easy to consistently produce effective, customer-centric communication that creates a positive customer experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most employees don&#8217;t have formal writing training, but with a few basic tips and tricks, they can improve their written communication skills. Below, I provide five simple principles for producing customer-centric communication that applies to employees at all levels and can be used to produce any type of document or communication.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-11187 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-1.jpg\" alt=\"How to Ensure All Your Communications Are Customer-Focused-320\" width=\"640\" height=\"427\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-1.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-1-300x200.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<h2><b>1. Understand your customer, deeply.<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Most communication advice begins with \u201cknow your audience\u201d. But that advice isn\u2019t very helpful. What does it mean to &#8216;know your audience\u2019? Instead, what I suggest you do is write with empathy and follow the old cliche \u2014\u201cyou don\u2019t know someone until you walk in their shoes.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you\u2019re pitching to a potential client in an email, you should try and develop a rich picture of your customer&#8217;s worldview and perspective. You can do this by looking in several places: LinkedIn, company bio, blogs, Twitter, YouTube, to name a few. You\u2019re trying to understand what they care about, what inspires them, and what they value. This knowledge can help you craft a tailored customer-centric communication that\u2019s oriented around them and what they care about, rather than you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When your customer is reading communications from your company, they should say, &#8220;This sounds like me!&#8221; or &#8220;This is exactly what I needed.&#8221; Focus on the benefit to your customer rather than a list of features. If you&#8217;re debuting a <a href=\"https:\/\/www.getbeamer.com\/blog\/how-to-announce-product-updates-successfully\">new product update<\/a>, for instance, explain what customer problem it solves instead of the technical aspects of the change. Let&#8217;s look at some examples.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Imagine you&#8217;re releasing a new update to an app that drastically improves performance speed. Instead of saying, &#8220;Version 2.8 increases app bandwidth,&#8221; try saying something like, &#8220;With the release of Version 2.8, you can access your content faster than ever.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The second example reflects an understanding of your customers&#8217; needs and therefore increases buy-in. With a focus on benefits, they&#8217;ll be more likely to want to upgrade, rather than feel nervous about a change in features.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-11188 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-2.jpg\" alt=\"How to Ensure All Your Communications Are Customer-Focused-500\" width=\"640\" height=\"427\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-2.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-2-300x200.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<h2><b>2. Use the language of your customer<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Because you are an insider at your company, it\u2019s likely that you know all of your company\u2019s jargon, technical terms, or acronyms. A customer, however, is not an insider, and they might describe their problem in unclear or incorrect terms. Instead of immediately correcting them or telling them you don\u2019t know what they are talking about, start with the phrase \u201cTell me more\u201d and then end with how they described the problem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using customer language is, of course, particularly important in customer service. Most customers who engage with your customer service team are doing so because they&#8217;ve experienced a problem. They&#8217;ll likely feel frustrated and angry. These types of conversations can easily get out of hand. But they don&#8217;t need to. That frustration and anger is an opportunity to turn the customer into a lifelong devotee of the product, if the conversation is handled in the right way.<\/span><\/p>\n<p><a href=\"\/gb\/en\/blog\/10-tips-to-remember-in-customer-service\/\"><span style=\"font-weight: 400;\">Listen to your customer deeply<\/span><\/a><span style=\"font-weight: 400;\">. It&#8217;s important to mirror their language to show that you understand them and to make them feel at ease. The last thing you want is for a frustrated customer to feel belittled. Approach the conversation from a place of understanding before you dive into the solution. By simply acknowledging their pain and letting them know you will help them, you&#8217;ll help the customer feel heard.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s an example of how this type of conversation might go:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Imagine a customer writes in saying that they can&#8217;t find the purchase page. Your site doesn&#8217;t have something called a purchase page, but you don&#8217;t need to tell the customer that right away. Instead, lead with something like, \u201cI&#8217;m sure that must be frustrating. I can help you with this. Tell me more about what you mean when you say you can\u2019t find the purchase page.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once they&#8217;ve explained what they&#8217;re looking for, you can offer a gentle correction coupled with a solution: &#8220;Ah understood! I think what you are looking for is the <a href=\"\/gb\/en\/blog\/definitions\/shopping-cart\/\">shopping cart<\/a>. Let me get you there right now.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The purpose of using their language is that you are showing them that it\u2019s okay to be confused, that you are listening to them closely, and you are trying to understand the problem from their perspective. If they end up having another problem in the future they are more likely to reach out because of this initial positive experience.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-11191 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-5.jpg\" alt=\"How to Ensure All Your Communications Are Customer-Focused-294\" width=\"640\" height=\"427\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-5.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-5-300x200.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<h2><b>3. Talk to them like a real person<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Most people believe that you need to sound \u2018professional\u2019 when communicating to customers. Yet what often happens in trying to sound professional is that you sound cold, impersonal, or robotic. So instead, drop the formal sounding tone and the jargon or technical terms, and write to them as if you are having a conversation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One simple way to do this is to use the word you. So, for example, instead of saying \u201cPurchases made after the promotion deadline are not eligible for free shipping\u201d you would say \u201cUnfortunately, if you buy a product after the promotion ends you won\u2019t get free shipping\u201d. Conversational, direct language like this offers a simpler, warmer experience for the customer that will encourage them to feel more positively about the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, introducing yourself to the customer can help them feel like they&#8217;re talking to a real person instead of a robot. By starting a conversation with, &#8220;Hi there! You&#8217;re speaking with Andrew. How can I help you,&#8221; you&#8217;re letting the customer know that there&#8217;s someone behind the keyboard.<\/span><a href=\"\/gb\/en\/blog\/customer-experience-automation-vs-human-interaction\/#ring-uk\"> <span style=\"font-weight: 400;\">If automation is a part of your customer service plan<\/span><\/a><span style=\"font-weight: 400;\">, make sure that any automatic messages sound friendly and human-like.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Formal language loaded with jargon offers a stilted and frustrating experience for your customers. First, using excessive jargon may mean that they don&#8217;t understand what you&#8217;re saying. If you use terms they&#8217;re not familiar with, you&#8217;ll prolong their confusion at a time when they&#8217;re already vulnerable. And using a formal tone often makes customers feel more alienated from you and your company. It might sound counterintuitive, but customers would rather talk to a real person who has flaws and makes mistakes than someone who has all the answers but communicates them in a distant, formal way.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Empower your customer services representatives to be able to say things like, &#8220;I&#8217;m so sorry, I misunderstood,&#8221; or &#8220;We made a mistake and I&#8217;m happy to help fix that.&#8221; Your customers are people, too\u2014they&#8217;ll understand. And, they&#8217;ll be more likely to return in the future.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-11192 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-6.png\" alt=\"How to Ensure All Your Communications Are Customer-Focused-468\" width=\"767\" height=\"522\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-6.png 767w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-6-300x204.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-6-640x436.png 640w\" sizes=\"(max-width: 767px) 100vw, 767px\" \/><\/p>\n<h2><b>4. Proofread and Polish Everything You Send with a Tool like<\/b><a href=\"https:\/\/prowritingaid.com\/?utm_campaign=ExternalGuestPost&amp;utm_medium=post&amp;utm_source=guestpost&amp;utm_content=RingCentral\"> <b>ProWritingAid<\/b><\/a><b>.<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Typos and spelling mistakes make your customer think you didn\u2019t care about them enough to make sure your writing was polished. But not only that, clean, clear writing helps ensure that your customers understand exactly what you are trying to say. If your sentences are too long, too complicated, or awkwardly constructed, your customer may have to try to decipher your meaning. This can be frustrating for them and lead to misunderstandings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You want to use clear, action-oriented language when talking to your customers. Style basics like using active voice rather than passive voice can help your customers understand what you&#8217;re saying. Similarly, ensuring your writing is readable creates a better experience for your customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many people think that effective writing needs to use advanced language. The opposite is true.<\/span><a href=\"https:\/\/www.hollistercreative.com\/blog\/write-to-the-right-reading-level\/\"> <span style=\"font-weight: 400;\">Research shows<\/span><\/a><span style=\"font-weight: 400;\"> that most adults prefer to read communications written at a seventh grade reading level\u2014well below what you may have thought. To ensure your communications are at this readability, you need to use simple, straightforward language. Instead of saying something like, &#8220;Okay, I&#8217;ll terminate your contract,&#8221; consider, &#8220;Okay, I&#8217;ll end your contract.&#8221; Both sentences say the same thing, but the second uses approachable language that your customers can easily understand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing that factors like readability and passive constructions can negatively affect customer experience is all well and good, but how do you monitor your own writing to ensure you don&#8217;t make these mistakes? And how do you ensure your employees use appropriate language, too? That&#8217;s where editing technology can come in.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Editing technology has come a long way and tools like ProWritingAid go way beyond just catching your spelling mistakes. They offer suggestions around readability and style that contribute to the overall customer-centric power of your communication. You can even create your own style guide to make sure that your company&#8217;s <a href=\"https:\/\/venngage.com\/blog\/brand-guidelines-templates\/\">brand guidelines<\/a> are always on hand.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-11193 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-7.jpg\" alt=\"How to Ensure All Your Communications Are Customer-Focused-479\" width=\"1999\" height=\"1333\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-7.jpg 1999w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-7-300x200.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-7-640x427.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-7-768x512.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/08\/how-to-ensure-all-your-communications-are-customer-focused-7-1536x1024.jpg 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<h2><b>5. Never Write Alone<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">One of the hardest aspects of writing is creating the right tone. If you\u2019re responding to a difficult customer complaint, you might ask yourself over and over \u201cDo I sound too short?\u201d or \u201cDo I come across as empathetic?\u201d For this reason, it&#8217;s useful to have someone else read your response to give you a second opinion. This advice is true for even the most seasoned writers; it\u2019s nearly impossible to step outside our own perspective, our emotions, our assumptions and see things more clearly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, the next time you have to send a delicate email to a customer, write a first draft and ask one or two people to read it. Before they read it, say some version of this to them: \u201cI\u2019m trying to come across as understanding while also telling them we can\u2019t fulfil their request. Am I actually doing that in the email?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having a feedback loop is even more important for customer communications like blog posts, product brochures, and reports. When sending important communications like this, you should never send out the first draft. It&#8217;s best to have at least three people involved in the editorial process: a writer, an editor, and a third party with fresh eyes who reviews the final product to make sure it sounds good and makes sense.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t waste time overthinking your writing on your own. After you&#8217;ve read something multiple times, you&#8217;re less able to see its flaws and make appropriate changes. Instead, write up something, re-read it once, and then share with as many people as possible,<\/span><a href=\"\/gb\/en\/blog\/managing-remote-teams\/\"> <span style=\"font-weight: 400;\">even if your team is remote<\/span><\/a><span style=\"font-weight: 400;\">. Their insights will very likely increase the odds that your communication is customer-centric.<\/span><\/p>\n<h2><b>Take Aways<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The reality of business today, especially considering the digital revolution and the emphasis on Customer Experience, means that communicating well is a necessity not a luxury. If any part of your communication strategy alienates your customers, from the<\/span><a href=\"\/gb\/en\/blog\/business-trends-customer-experience\/#ring-uk\"> <span style=\"font-weight: 400;\">first social media post they see<\/span><\/a><span style=\"font-weight: 400;\"> to the final email in their onboarding sequence, your conversions and retention will suffer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Effective communication should be the goal of all members of an organisation, from the CEO on down. Every person in your company should be empowered to write effectively. Words do indeed matter, and the more you and your company embrace that belief, and draw upon principles like the ones offered here, the better the relationships you will build with customers and the more successful you will be.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The world&#8217;s top companies and organisations have long known that words matter\u2014how you use words to communicate with your customers is critical to your success. If any part of your &hellip; <a href=\"\/gb\/en\/blog\/how-to-ensure-all-your-communications-are-customer-focused\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;How to Ensure All Your Communications Are Customer-Focused&#8221;<\/span><\/a><\/p>\n","protected":false},"author":244,"featured_media":11190,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Ensure All Your Communications Are Customer-Focused | RingCentral UK Blog<\/title>\n<meta name=\"description\" content=\"he world&#039;s top companies and organisations have long known that words matter\u2014how you use words to communicate with your customers is critical to you\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/how-to-ensure-all-your-communications-are-customer-focused\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"RingCentral Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Ensure All Your Communications Are Customer-Focused | RingCentral UK Blog","description":"he world's top companies and organisations have long known that words matter\u2014how you use words to communicate with your customers is critical to you","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/gb\/en\/blog\/how-to-ensure-all-your-communications-are-customer-focused\/","twitter_misc":{"Written by":"RingCentral Team","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":":\/gb\/en\/blog\/how-to-ensure-all-your-communications-are-customer-focused\/#article","isPartOf":{"@id":"\/gb\/en\/blog\/how-to-ensure-all-your-communications-are-customer-focused\/"},"author":{"name":"RingCentral Team","@id":"\/gb\/en\/blog\/#\/schema\/person\/cc4f043d2b478862a8622c28b0ebd08c"},"headline":"How to Ensure All Your Communications Are Customer-Focused","datePublished":"2020-08-19T07:22:53+00:00","dateModified":"2023-01-16T11:34:25+00:00","mainEntityOfPage":{"@id":"\/gb\/en\/blog\/how-to-ensure-all-your-communications-are-customer-focused\/"},"wordCount":2085,"commentCount":0,"publisher":{"@id":"\/gb\/en\/blog\/#organization"},"articleSection":["UC - 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