Use the Customers’ Jargon — Not Yours!
Posted in Customer Service, Hot Topics and New Bits on Mar 24th, 2009
A recent experience brings me to this customer service reminder. When interacting with the customer, use the customer’s jargon not yours. Here’s a simple true story …
A financial professional switches from selling to financial advisory firms to giving financial advice to consumers — in this case us. In his previous job, he was speaking to people who already spoke his financial jargon. It was daily interaction on financial products under the same regulations. They spoke with the same jargon using spreadsheets and pie charts. They communicated in the same way. A perfect fit.
Now, he is advising non-financial industry professionals on their lifetime savings. The problem: he still uses financial industry jargon and assumes we understand. He sends us pie charts, spreadsheets, and big thick books to read. We ask him “How much did those transactions cost us?” We want a simple $ amount. He sends us a paragraph with no numbers in it.
The frustration is overwhelming. We view him as non-customer focused. He is making life difficult. Can you envision what is about to happen?
What do your customers think of you and your service? Do you use the customers’ jargon or yours?
Remember:
- Speak the language of the customer to build trust and loyalty!
- Ask open-ended questions that unearth what they want to achieve.
- Listen with their listening-style.
- Ask creative follow-up questions.
- Use their jargon — not yours!
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Kate Nasser, The People-Skills Coach
908.595.1515 (USA)
