On a recent flight, I overheard a flight attendant speaking about a “gentleman” in the back of the plane. When I heard the term, I admit I thought of a middle-aged or older man, and was surprised when the passenger turned out to be a 15-year-old boy. I was so impressed with the tone of respect and helpfulness this flight attendant had for this customer, even though he was very young and let’s face it, probably didn’t pay for his ticket himself.
The terms you use to refer to your customers mean a lot. You may not realize it, but customers pick up on this, and the words you choose reflect the type of business you run and how much you value your customers.
Respect
When you use terms like “associate,” “partner” or “client” you are moving from the worn-out term “customer” to a more respectful title. Customers may not realize exactly what it is that makes them feel respected, but they will feel it nonetheless. When customers feel respected, they are more likely to trust you, which will lead to more business.
The Customer is Always Right
In the good old days, companies always did what they could to make the customer happy. Unfortunately, not all companies operate that way anymore. One way to bring back that old value is to refer to your customers in a positive way. Have you ever noticed that Target store employees refer to shoppers as “guests?” This term translates into more than “someone who is here to give us their money.” No customer wants to be seen, or treated, like a credit card.
More Than a Number
Customers already know they are part of a statistic. They know that stores and brands collect information on their purchases, shopping habits and demographics. However, customers should never be treated as a number. When your customers feel like their opinion counts and their business is important, they will be more likely to return.
Choosing the right words to refer to your customers can have a huge impact on your brand and reputation. When customers know they are respected, valued and that their opinion is heard, they will be more likely to view you in a positive way. Positive viewpoints lead to one thing: a better reputation.
While I don’t have a business, I do find myself feeling more respectful/polite/charitable toward people in general if I refer to one as “the gentleman over there” instead of “the guy over there.” Really does make a difference even if your intentions are just to observe.
Good point Sadye! The same idea can apply to every day communications and to the speaker as well as the listener. Thanks for commenting!