The key to any successful relationship is effective communication. In the business world, this means trying to understand what consumers and clients are saying, and responding to them in ways that reflect that understanding. For the most part, however, the way businesses have used language to persuade, satisfy, or rectify has been more art than science.
The Words and Phrases to Use — and to Avoid — When Talking to Customers
Say “I” instead of “we,” for example.
October 04, 2018, Updated October 15, 2018
Summary.
The key to any successful relationship is effective communication. In the business world, this means trying to understand what consumers and clients are saying, and responding to them in ways that reflect that understanding. The retail world in particular abounds with catch-phrases, habits, and commonly-copied templates. But what actually works? Emerging research sheds light on the effectiveness of some common tactics. You can, for example, say “sorry” to a customer too many times. Even if you’re a member of the company’s team, it is often better to say “I” than “we.” And not every piece of communication needs to be perfect; sometimes, a few mistakes produces a better result than flawlessness.
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New!
HBR Learning
Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.