Here is your Daily Dose of Amazing Service:
Use honest language.
And here are some additional thoughts on this topic…
I keep seeing companies use language I find offensive. It’s not vulgar or even indecent. But it’s inappropriate in how it’s used. It’s manipulative. It’s intended to produce a certain emotional responses based on a situation or relationship that does not exist.
For example, at Target, I’m no longer a customer. I’m a “guest”. This is supposed to make me feel more welcome. Maybe they hope I’ll stay longer. But, we all know I’m not their guest. If I was I wouldn’t pay. And I’d call before I drop in.
Another example is a local chamber of commerce that no longer charges a fee for their annual dues. Now it’s an “investment”. This is supposed to make members feel they’re getting more for their money. But it’s phony. If it really were an investment then I’d want a monthly statement showing the value. And I’d like to know the rate of return and cash-out options.
If we want to serve our customers well, we need to be honest with them. The language we use is either honest and genuine or it’s not. If we dress it up too much we sound phony. We sound manipulative.
And that’s not how we build trusting relationships with people.