Even though words themselves represent only a small percentage of a message, poorly chosen words can kill communication. One of the biggest problems we observe in this regard is the use of jargon- words and phrases that you and your co-workers understand and use everyday that mean nothing to your customers. Professional people- doctors, attorneys, technical support people, engineers and accountants- are notorious for using jargon.
So avoid jargon and acronyms. I have great respect for people who can explain highly technical products and services such as computers, consumer electronics, advanced manufacturing systems, medicine and law in understanding terms. It's part of the personal touch that helps you build a partnership with your customers.
If you have to use jargon, make sure you define the word or phrase to your customer so that he or she can explain it to someone else later if need be. Here's a tip, regardless of your profession: When dealing with customers, particularly if explaining a policy or answering a question, pretend you are talking to yourself. Then talk to that customer as you would like to be spoken to. It's variation on the Golden Rule.
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