Communication is key if the customer really is ‘king’


Communication is key if the customer really is ‘king’

Condescending cut and paste e-mails and lack of common courtesy are not good business practice

Consumer journalist

Do corporates ever brainstorm who they are as a company, and then make sure that’s reflected in their tone when speaking to or writing to their customers?

That makes business sense to me, but from what I can tell, after more than two decades of reading e-mailed conversations between companies and the people who’ve chosen to do business with them, the tone is often inappropriately formal, condescending or disrespectful.

At the risk of stating the bleeding obvious, people like being addressed by their name, especially as customers. It makes them feel acknowledged, and the interaction feels personal, rather than can’t-be-bothered, cut-and-paste...

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