<aside> 💡 The "megadeal" is officially done: Salesforce acquired Slack for $27.7B. Now for the irony: Slack is known for its top notch microcopy, yet Salesforce's website copy is somehow less impressive. Now that the two have become one, let's propose some UX writing changes for Salesforce to make in light of their new, text-savvy family member.
</aside>
In this case study, I suggest changes to certain chunks of microcopy on the Salesforce marketing site, inspired by Slack's voice and tone and overall style. It is a new beginning, after all.
Salesforce CEO Marc Benioff shared that:
“We couldn’t be more excited to have Slack as part of the Salesforce family, combining the #1 CRM and the trailblazing digital platform for the work anywhere world, together we’ll define the future of enterprise software, creating the digital HQ that enables every organization to deliver customer and employee success from anywhere.”
Slack CEO Stewart Butterfield was equally as enthusiastic:
“We have a once-in-a-generation opportunity to rethink and reshape how and where we work, Salesforce and Slack are uniquely positioned to lead this historic shift to a digital-first world. I could not be more excited for what’s to come.”
OK, so, what can we suggest to Salesforce's voice and tone that will bring them up to par with Slack's brand voice (aka Slackify?
What's the added value? "Get back to growth" seems fluffy to me. I'm 'perplexed' about what it means in practice. I had to navigate to the Customer 360 product page in order to understand this terminology.
"Growth" is indeed an up and coming business value that more and more companies are incorporating into their business model and team structure, but it's still somewhat vague, conceptional rather than concrete. Therefore, stating "get back to growth" doesn't resonate as well as another phrase could.
UX Writing Research involved:
Making sure to keeping in the spirit of an imperative sentence, I also decided to dig deeper into the Customer 360 video content to see some other keywords and phrases that are used.
Some of these included:
“Finally, one digital workflow for our entire portfolio of technology”
“Bring your customers and company together, from anywhere”
”Our entire portfolio of technology, uniting your teams on one CRM platform to create seamless customer experiences”