I agree with Lynn Gaertner-Johnston, on both issues she discusses. With today’s technology it is a must to use people’s names when addressing them. Even if they have not given you their name, it is usually easy to access it through various databases and their email account. On the other hand, most companies are starting to follow this approach and consumers are very aware that these are automated messages, even if they try to add specific details. Consumers are also attentive to the fact the business are selling their information to third parties that address them by name, trying to cajole them into buying various ‘necessities.’
Helping customers have a positive perception is becoming more and more important. There have been various studies conducted that show a positive correlation between the types of words used and customer satisfaction. For example, InterContinental Hotel chains prohibit their employees from saying words such as “no problem,” as both words have a negative connotation, instead they are encouraged to use words such as “certainly,” and “my pleasure.” This is true in any medium, as well as any industry. The old rule “it’s not what you say, it’s how you say it,” proves to be effective virtually all the time!
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