Simon Terry

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Talk Like a Customer

Every moment of every customer or employee experience matters. Talk like a real person, your customer. What you say sends a big signal.

We all know the moment. The moment a starts talking generic corporate speak to us. Often we are so used to these meaningless generic moments they are almost a parody

– “we apologies for the inconvenience”
– “your call is important to us”
– “because your safety is important to us…”
– “our operators are waiting for your call”
– “it’s not personal”
– “policy says…”
– “buy now and as a special offer we will throw in free steak knives”
– “satisfaction guaranteed”
– “have you tried restarting the computer”
– “thank you for your business”
– “is there anything I can help you with”
– “operational issues require…”
– “the assets of this business walk out the door at the end of each day”
– and many more

Don’t use these words. Stop. Every moment you use a generic phrase you remind customers and your people that you are just like everyone else. Every time an employee has to say one of these things you run a big risk that they stare blankly into space and disengage from the customer and from you. You have declared to your customers and employees that there is absolutely nothing special or unique about you.

Customers don’t talk this way. They say things they mean in their own words. They are real people. You should be real people too.


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