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How to More Effectively Write to Your Customers (PCI Webinar)

How to More Effectively Write to Your Customers (PCI Webinar)

The Massachusetts Library System is pleased to announce that we have partnered with PCI Webinars to provide our members with access to their webinars.  These webinars are free to Massachusetts library workers who register through our calendar.  Because we are working with an outside partner, it is important that you cancel your registration in the event that you are unable to attend the webinar.

Challenge: Many of us readily acknowledge their desire to bridge the gap between their solid speaking skills and less proficient writing skills. This challenge is especially meaningful when communicating with their organization’s lifeblood: the customer. Realizing the written word presents an enduring impression to readers, library staff need the tools to write with authority, empathy, and resolve.

Solution: How to Write to the Customer explains how to initiate and respond to customer letters and emails in diverse situations by using a proven method of addressing the customer’s needs without abandoning the library’s position. You will learn to craft messages using the unique Customer Service Triad formula. Through a deeper understanding of the connection between your services and your patrons’ concerns, you will cultivate deeper relationships with readers. 

Scope: This webinar includes the following learning points:

  • Dialoguing through work-related writing.
  • Answering Five Key Questions.
  • Using the Customer Service Triad (Care/Know/Do).
  • Applying the To (reader benefit) and the Do (writer expectation) to purpose statements.

Learning Objectives: Attending this webinar will enable you to:

  • Use a consultative approach to build client relationships.
  • Establish a system for speaking to the client through writing.
  • Format messages to guide your customers through key content.
  • Draft messages with a unique, client-focused formula.


Instructor Bio:

Philip Vassallo, Ed.D., has designed, delivered, and supervised communication training programs for more than 20,000 executive, managerial, supervisory, administrative, and technical professionals internationally over the past three decades. Many of his students are nonnative professionals skilled in their profession but struggling with English language issues.

He is the author of the books How to Write Fast Under Pressure, The Art of E-mail Writing, and The Art of On-the-Job Writing. He has edited major reports for the US government, City of New York, and the corporate world. He also writes the blog Words on the Line, which offers practical tips for developing writers. Dr. Vassallo holds a doctorate in educational theory and has taught internationally, recently as a faculty member of the Beijing International MBA program.



Wednesday, June 8, 2022
2:00pm - 3:00pm
Time Zone:
Eastern Time - US & Canada (change)

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Sarah Donnelly

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