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.

The most trustworthy British accents

1. The Yorkshire accent

In a 2020 survey, the Yorkshire accent was ranked as the friendliest and most trustworthy in the UK, with 60% of people saying it was their favourite British accent. Most people associate Yorkshire accents with the straightforward nature of Tykes, so their speech evokes a sense of reliability, warmth, hard work, honesty, and no-nonsense attitudes.

Other surveys describe it as a “calming and intelligent accent”, making it perfect for customer service roles where trust is essential.

2. Received Pronunciation (RP)

Received Pronunciation, also known as the Queen’s English, is the second most trustworthy UK accent in customer service roles, with 57% of the votes. Mostly spoken in London, the South East of England, Hertfordshire, and Kent (just to the southeast of London), the clipped and crisp sounds of Received Pronunciation carry connotations of professionalism, formality, authority, and trustworthiness. 

RP is also associated with higher education and upper-class society, which adds an air of respectability and reliability to speech. Moreover, since this is a rather neutral accent, it’s universally understandable by English speakers and ideal for customer service roles that cater to a diverse audience. 

3. The Scottish accent (Edinburgh)

Number 3 in the list with 52% of the votes is Edinburgh’s Scottish accent, which seems vastly preferred to Glaswegian speech as it sounds softer and lighter. Spoken not only in the city but in Fife and the Lothians, this accent evolved as the local middle class took elocution lessons to sound “less Scottish.” 

However, Edinburgh’s accent is still associated with ancient heritage, which conveys ideas like strength, dependability, and friendliness. Since it’s often described as “soothing,” it’s ideal for a pleasant customer experience, whether in-person or over the phone.

4. The Welsh accent

The Welsh accent is next, with 48% of the votes saying it ranks high on the trustworthiness scale. This accent is described as musical or having a sing-song quality, especially among speakers in South Wales, which is just across the Bristol Channel from England’s West Country. But even in North Wales, the accent’s gentle intonation and its association with the rich history and tight-knit communities of the country make local speakers convey a sense of warmth and hospitality.

This accent is particularly effective in customer service as it can put people at ease, making interactions feel more personal and genuine.

5. The Northeastern Geordie accent

The Geordie accent from Newcastle and Tyneside gets 40% of the votes in the survey of most trustworthy UK accents. Geordie speech brings to mind the upbeat, down-to-earth and cheerful nature of Newcastle natives – no wonder it’s one of the most friendly-sounding accents in the UK. 

Not only that, but Geordie is the oldest surviving dialect of English. Its speakers are valued in customer service roles, as their warm manner is great at helping create positive customer experiences.

6. The Boltonian accent

The Boltonian accent ranks 6th in the list of top UK regional accents, gathering 38% of the votes. Spoken in Bolton and parts of Greater Manchester, this is a distinctive and charming Lancashire dialect that reflects the region’s working-class roots and cultural heritage. 

With its open and drawn out sounds, Boltonian also made it to the middle of the list of sexiest British accents. 

Through association with its speakers’ approachable nature, this accent is particularly effective in creating a positive rapport with customers, making interactions feel genuine and engaging.

Conclusion

These UK accents can positively impact customer service interactions. By understanding their effect during interactions with customers or clients, businesses can create more effective and engaging customer experiences – the right accent can make all the difference in building trust, closing deals, and fostering positive customer relationships.

Looking for other articles on different topics?

Check out some of our other recent blog entries for more thoughts and guidance on the workplace and other topics in the UK.

The Friendliest Cities in the UK
15 of the Best Business Parks in the UK
The Impact of Remote Work on London Office Rental
End of Commercial Lease: What Happens | UK Checklist
Decoding Common Area Maintenance Charges: What You Need to Know
The Difference Between Office Grades (Grade A, B and C Explained)
The Role of Natural Materials in Sustainable Office Design
Exploring the Best Co-Working Spaces Manchester Has to Offer