The trouble with jargon when writing to customers
Jargon. Most of us hate it and yet we see it everywhere. Whilst it can help when talking to colleagues to expedite conversations, it is not a great idea when talking to customers!
Whilst there be some things that have to be used in correspondence with customers such as with legal requirements there is rarely a need for much of what we see. Vulnerable customers in particular can struggle with jargon and acronyms. People can’t work out what abbreviations are and will often forget, even if they’re explained earlier in the correspondence.
Jargon can be really boring too and we lose attention when we are bored! In effect, you are turning your customer off from reading the correspondence, increasing the gap between you and them, the opposite of what you want to be achieving.
No need to be clever
Sometimes correspondence can just come across as the author trying to be clever or over-complicating things, when in fact the result is far from smart. You might know exactly what is wrong with the laptop that needs a repair but it is highly likely that your customer just wants to be sure that you are going to repair it and by when it will be fixed!
You want your customers to be interested in what you have to say! So, please engage appropriately with them. Trying to complicate and/or confuse the issue helps no-one.
Be genuine when writing to customers
When you write the letter or email, read through and ask yourself what you would think if you were elderly, or had a learning disability or anxiety or any other vulnerability. You may look at your correspondence differently.
More can be found in Think before pressing “send” in reply to a customer complaint.
Unless you are a lawyer talking about legal technicalities, there is no reason to be using words that could be considered legalese or old-fashioned such as “Hitherto”. It’s just not necessary. “Previously” or “before now” are both much more appropriate.
Keep it simple
Check for simple language. Use simple, clear, concise and readable wording that your recipient can engage with. If you can’t explain something in an easy way, do you really understand it yourself?
Whilst you are trying to improve your correspondence so that your customers understand and accept your reply and you increase loyalty and sales, have someone else look over your emails/letters for a short time. A fresh pair of eyes will give you a different perspective. It would be even better if the person checking for you is not part of your own business.
More tips for tweaking your correspondence to retain customers and get them referring people to you in the free download Customer Service: 5 ways to get rave reviews & referrals.
Remember, you are trying to inform, not impress, your customers when writing to them about a complaint they have!
Please, just make it easy for your customers.
The Complaining Cow – free support for businesses
Join the Facebook Group Customer Service: Compassion, Care and Integrity A private group where you can give and get support, advice and share good practice on how to improve complaint handling.
Free download Customer Service: 5 ways to get rave reviews & referrals a few tweaks to your customer service can help you reduce the risk to your company’s reputation, finances and impact on customers and increase sales.