Everyone wants their customers to be
happy. And that requires using the right words, especially since more
and more customer interactions take place through writing (email, live
chat, even Twitter). Start the conversation by establishing a personal
rapport. Show the customer that you’re listening to their problem or
complaint, and then shift to a take-charge attitude, using confident,
assertive language. Research shows that customer satisfaction is higher
when you avoid deferential words (“afraid,” “mistake”) and use dominant
language instead (“must,” “confirm,” “action”). In addition, customers
will see you as more helpful if you use specific words. For example, a
clothing retailer should talk about the “white turtleneck” rather than
the “shirt,” and the “high-top sneakers” rather than the “shoes.” And
don’t be afraid to explicitly endorse a product to the customer (“I
suggest this comforter” or “I recommend this album”); doing so
implicitly, by sharing your personal preference (“I like this comforter”
or “I love this album”), can be less effective. An explicit endorsement
signals both confidence and expertise.
Adapted from “The Words and Phrases to Use — and to Avoid — When Talking to Customers,” by Sarah Moore et al.
