Written by: Carl Da-Costa-Greaves
Confusing titles , IHCL (in house company lingo), made up acronyms (see previous). We’ve all been guilty of this in the past. But how does this blinding use of language really add value to the customer?
Do your customers really care for the specific title of the person that is helping them? I recently came across a funny example of this when cancelling a gym membership (or should I say trying to cancel a gym membership). Was my service as a customer dealt with by someone from such a department? Of course not, or this post would have no legs and be a CWOT; it was handled by the ‘Retention Assistant’. An obscure title like this conjures up all sorts of images, particularly when we’re talking about a health and fitness service provider. But does it have to be that way?
The technology industries are definitely guilty of over-egging the acronym cake. You obviously can’t avoid all acronyms – some are crucial to your industry and others have become part of the terms used in our particular professions. But most acronyms are completely unnecessary in marketing, PR (yes, I’m aware that’s an acronym) and editorial copy. Even business-to-business technology marketing copy. In fact, more often than not, they make your websites, press releases and other marketing materials appear second-rate.
There’s no real benefit to the customer when companies have confusing titles and jargon that no one else outside of your business really understands. If you’re truly marketing orientated and outward looking then this type of language has no place.
Tags: Definitions, editorial copy, marketing materials, press releases
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Business titles and acronyms «…
There’s no real benefit to the customer when companies have confusing titles and jargon that no one else outside of your business really understands….