I am a big lover of fruits- with a very sweet and soft spot for bananas,
pears and apples. A few hours ago, I made a short trip to an open air fruit
market, at south east London. I was torn between two fruits stalls- like a high
school girl, wooed by the two most popular boys from the school basket ball
team. I went back and forth both stalls, adorned in much indecision as both had
a similar array of fresh and colourful fruits. One stand served customers
without saying much- aside, “It’s £2 pounds please.” The second stall, had a
bubbly and spirited lady enthusing, “Yes darling, anything more.” At other
moments she would say, “Thank you darling;” after the customers pay, and end by
saying, “Have a good day darling.” You could guess where my allegiance or pounds
would sway towards, not the dispirited seller but the passionate lady with the
magic word ‘DARLING.’ I picked a hand of bananas, and was about to pay for
that, but the friendly use of the powerful phrase, “Thank you Darling,”
inspired me to include some apples to my shopping cart.
On a different note, I came across a guy that worked for a retail outlet;
he constantly struggled in achieving above 50% on his customer feedback
metrics. On one occasion, a customer left a comment through the fizzback voice
of the customer platform, on how she received a great service from him, but was
not comfortable with how often she was referred to as ‘Babes.’ He used ‘Okay
Babes,’ on too many occasions, which made her feel uncomfortable and did not
get maximum 10, on the fizzback metrics.
These are two scenarios, similar intentions but contrasting
outcomes. It comes down to something known as semantics, a branch of
linguistics and logistics concerned with meaning. It also could be conceived as
the meaning of words, phrase or text. In customer experience, the use of the
appropriate words within the apt context, determines if you end up with a satisfied
or irritated customer.
It is very important to understand that words are very powerful in
endearing or endangering the experience of customers. Understanding, the
context and applying the relevant set of phrases and words would determine if customers
would keep buying from you or try the competition. In some cases, it is
critical to use powerful words like -darling, sweet, lovely, boss, babes, Sir,
Madam, friend, mate and host of others, to either touch the hearts, massage the
ego or inspire the minds of your customers.
Secondly, the context or business environment is essential, in
understanding the role of powerful semantics. In a construction, building,
railway or raw masculine business environment, the use of phrases like ‘thank
you boss or yes boss,’ might be very instrumental in endearing the customer as
it helps massage the ego. In an open stall, less formal and unstructured retail
outlet, the use of ‘thank you darling,’ could hold sway. In a make-up, beauty
or cosmetic retail outlet- using words like beautiful, pretty or lovely, to
address your customers, could endear them. When you come into a more formal and
structured setting, then addressing customers as ‘Sir’ or ‘Madam’ could never
go wrong.
Suffice it to say that, customers have emotions, egos and personalities
that yearn for praise, complement or recognition. As you realise that customers
differ, on so many fronts, using the appropriate words or phrases is a ‘no
brainer.’ The business context differs,
customers are a bit similar and somewhat dissimilar, understanding and training
your staff to utilise the right words would either endear or endanger your
customer experience. Are you endearing or endangering your customer experience
with your semantics?
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