Face number one is when they are distressed, confused, desperate. (This is the first panel in my storyboards.)
Face number two is their "real" face. This is how things should be.
This is is the state that you help them achieve through your service.
In your communication, you have to be aware of the state of mind of your customer. What is it they want to hear, and what is it they CAN hear?
It helps to visualize your customer's journey, so you can see how to talk to them. Sometimes it becomes obvious that your words are too complicated, or that you are using jargon.
Here are a handful of 10-minute sketches from yesterday's Brand Storyboard Café.
Thanks to everyone who attended, and to the brave volunteers!