Personalised customer service experience is the most important thing for British consumers. The question is, does personalisation include catering to a customer’s preferred accent?

When it comes to customer service, certain UK accents are often seen as more trustworthy than others, which will invariably extend to trust placed in the business. Positive experiences lead to happy customers; negative ones lead to lost sales.

This phenomenon of accent preference isn’t just based on stereotypes but is backed by surveys that highlight the power of dialects in shaping interactions. Let’s have a look at the most trustworthy UK accents, diving into what makes each of them so endearing in customer service.

Why accents matter in customer service

There’s plenty of research showing that foreign accents impact people’s perception in customer service interactions, as people associate the speaker’s accent with the brand’s voice.

The same can be said about UK accents. Trustworthy accents not only make communication more effective, they can also build better rapport with customers and encourage brand loyalty. In other words, having the right mix of accents in customer service teams can improve customer satisfaction and enhance company reputation.