The Netherlands is still one of the leaders when it comes to internet use. 96 percent of households have an internet connection, which puts us in second place in Europe , right after Luxembourg with 97 percent. This means that we are all increasingly doing our shopping online, but are also using the internet first to arrange and find out things. The interaction between companies and customers is therefore also increasingly taking place on the internet.
As a medium, the internet is structured differently than traditional media: it is more volatile, more flexible and also constantly evolving. An informal tone fits in with that. It is therefore not strange to use the informal form of address on the internet, but to still address the reader with 'u' in brochures or letters, for example. Make sure that hospital email address list you are consistent per channel. If you have chosen to use the informal form of address on the website, do so everywhere and in the same style.
You and you via social media
The internet has already caused quite a stir in customer communication, social media has accelerated that process even more. Although this is often not the case in reality, it still seems as if you know the person you are exchanging tweets with better than a random passer-by on the street or someone who comes to exchange a product at the service desk. That is why the vast majority of organizations always choose to use informal language on social media: it simply fits the channel. However, the customer is king on social media too. If someone explicitly shows that they have difficulty with 'that modern stuff', then it is best to make an exception.
4. Who is your target audience?
Rabobank has clear guidelines for the website when it comes to you and jij: they say u everywhere. Yet the tone is clear and smooth: "Put together your own payment package and only pay for what you need." So it is possible, without sounding old-fashioned or strict. For some products, Rabobank does choose je and jij: if it is for a young target group. This applies, for example, to the Jongeren Rekening. It does not feel easy to address children from the age of 9 as 'vousvoy'. But on the page for the TopKidRekening for children from the age of 4 to 12, the reader is addressed as 'u' again. That makes sense, because here the bank is dealing with parents. And then Rabo apparently prefers the 'u' form.