Business Loyalty Comes from Consistency

Posted by Deborah Chaddock Brown on June 3, 2009 under Communication | Be the First to Comment

I just upgraded my Verizon phone.  Why did I do that?

I’m guilty of being one of those people that is tempted by the latest and greatest gadget.  There was nothing wrong with my Motorola Q – we were good friends.  But I switched to the Blackberry technology.

YUCK!

I understand there is a learning curve.  I’M TOO OLD TO LEARN.

So I am forced to get out the manual.  I’m already frustrated and it seems like “giving in” to resort to reading the manual but here I am – manual in one hand – phone in the other.

“Go to the Applications screen”

“Click on Show Tunes”

I go to my phone – no where on my phone does it say “show tunes.”  Even if I turn it sideways – still doesn’t say “show tunes.”  It says “Show Ring Tones.”  Close enough?  Guess what – it doesn’t work.  It’s empty.

Now I’m angry.  I can’t get the phone to work and what the manual says to do is INCONSISTENT with the product.

How many times have you angered your customers because your communicate is inconsistent? Do you use different terms for the same thing.  Does one department call a “widget” a “thing-a-ma-bob?” 

If different people/departments develop products/services then those that write the instructions – do you have consensus on what you call things?  There is nothing that will tick a customer off more than making them feel stupid. 

Guess what?  Inconsistency makes people feel stupid.  If they don’t get it – they surely won’t get you.  And then what happens?  They dump you and go to the competition.

Don’t lose a customer over something as simple as clear, concise, CONSISTENT communication.

Need help?  Hire a copywriter – they are skilled in making sure that the same words are used throughout a communication piece.