Customers are right, you’re wrong
You know your products and services inside and out. This knowledge can be a critical challenge when communicating with customers. They may not be experts, or they have a perspective and terminology that’s different from yours.
The good folks over at SPOS recently wrote about this and gave an excellent example:
Customer language is often not the same as vendor language. In this particular case, most computer users either don’t know or are confused by the definition of a browser. It’s easy to gripe about customers not knowing the “right” way to say things, but don’t. They are right, you are wrong. The market will determine what topics are important, the priorities of various features and benefits, and the language that should be used. You can try to educate customers, but it’s expensive to do and requires a tremendous amount of awareness and influence. It’s vastly easier, less expensive, and more productive to change your language to match theirs.
Do you know their language? Are you sure? You might have thought that people know what a browser is and how it’s different from Google. Would it be worth researching customer language? If the outcome eases customer communications and increases sales, the answer is probably yes.
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