Actual social media exchange between a customer and a store owner:
“I really want this blouse. There’s a waitlist online. How long is the wait?”
“We restock if there is a big enough list.”
“I’ll come to the store this week and check things out. Thanks.”
“You are so welcome! We also have some shirts exclusive to our app-make sure you download that!
“Got it.”
—
Look back at this pleasant exchange. Can you see one or more problems that might arise in the future, either with this customer or others?
Ed and I have found that a leading source of miscommunication is vague language being used by one or both parties in a conversation, and failure on the part of either to detect it until after problems occur. Such words include common terms like “right away” and “ASAP.” During the various interchanges we have during our day we might use such terms dozens of times with colleagues, customers, family, and friends. How soon is “right away?” “ASAP?” In the above exchange, what about saying new stock will be ordered “if there is a big enough list”? How big is “big enough”?
Although pleasant exchanges with regular customers who know the store owner well may never escalate into dissatisfaction and negative social media reviews, such exchanges are not necessarily confined to regulars. If a potential customer feels unsure of what you mean then a first purchase may never happen. Perhaps that customer would have been a lucrative one, but lost sales like that are difficult to detect. To make matters worse, some regulars may lose confidence from repeatedly experiencing frustration with stockouts, failed promises, and other outcomes of miscommunication. Potential customers can see such failings by reading your social media or hearing customers complain when they’re in one of your physical locations.
Training your staff (and yourself!) to avoid such vague language is possible! When hiring, be sure to emphasize that clear, straightforward communication is practiced, and expected. During training, both for new hires and for experienced staff, include some role plays so you and your workers are aware of such issues and are in synch with each other. We have some exercises within the Resources link that can help. (To get the most benefit from these exercises and other resources we provide, see our book, Better Customer Service: Simple Rules You Can Apply Today. It provides important background and examples that will help you use the resources better.)
Being prepared when customers, salespeople, or anyone else outside (or inside!) your organization uses unclear language can help to avoid miscommunication. Detecting vagueness and clarifying what is actually meant can go a long way toward improving your customer service, whether your customers are the ones who buy from you, or may do so in the future, or are colleagues who depend on your work to do theirs. Better communication really does equal better service!