Miscommunication happens all the time. So many words in the English language have multiple meanings. Combine that with cultural diversity and it’s a true wonder we can communicate clearly at all. However, in the business world, miscommunication can lose you customers and clients, which can negatively impact your revenue.
Real World Story: A client relayed the following story: I needed to go to a pool supply store (the swimming pool kind and not billiards) to get rid of the algae build-up in my pool. When I asked an employee at the supply store for help, he said, “You need to shock your pool.” I looked
at him with surprise and confusion. I then asked, “How many volts do I need?” (I was thinking to myself that maybe I could throw my hair dryer into the pool if I got an extension cord that was long enough for the job.) The employee crinkled his face. Paused. Then replied, “Volts? No, not electrical volts. You shock your swimming pool by putting into the water large amounts of chlorine.” Laughing uncontrollably, we both had an “Aha moment.” More importantly, I’m glad we were able to avoid a grave incident that wouldn’t have been anything to laugh about.
On a different occasion, while at an appointment with my medical group doctor, a medical assistant asked if I had a PCP. All I could think was, “No. I’ve never had a drug addiction problem.” Or when I’m asked, “your social?” I usually reply, “Well, sometimes. Especially if I have a margarita in my hand!”
Here’s the problem. Jargon, lingo, and other double-meaning words specific to your industry are second-nature speak to you, but your clients and customers may oftentimes be confused about what you’re asking or talking about. For a good example, simply watch any cellular phone, Internet carrier, or computer apps commercial. Do you always know what they’re talking about or selling? I certainly don’t.
And since customers don’t want to appear stupid or feel dumb, they will rarely ask clarifying questions. This then will lead to unmet expectations and unhappy customers who will never return. You lost them simply because you talked right over them.
Strategies that Turn it Around:
- Make a list of commonly used words in your workplace. Pinpoint those words that are specific to your industry only, have double meaning, or are not common words to most people. Pore through all of your company communication and marketing pieces including your website. When you pinpoint key words, try to see if you can describe the word and its meaning in a much simpler way. Then train employees to use the new words to improve communication.
- If you sense a customer is confused or lost in a conversation, pause and re-phrase your statement until you get a positive response that suggests you are being understood now.
- Be careful of asking, “Do you understand?” because most customers don’t want to feel stupid. Most people will reply with a simple “Yes,” even when they don’t understand.
- To ensure that you are being understood, have the customer repeat in his or her own words what you’ve said. This way, you can be positive you are not miscommunicating.
- If the customer still doesn’t understand and replies with an unrelated question, do NOT laugh at them. Asking what may seem to you like unrelated questions is a sure sign that the customer is still trying to get the information he or she needs but hasn’t yet received from you. Instead, apologize for the confusion and re-phrase your statement using simpler language.
Remember: Customers want to feel important and cared for, not stupid or dumb. When you communicate clearly, you set realistic expectations customers can count on. And when you can deliver on those expectations, you create a recipe for happy, loyal customers who come to you time and again—and who tell their friends about you. Now wouldn’t that be a shock worth having?
How do YOU ensure you’re communicating clearly with ALL your customers? Please share in the comments section below.