So, no-one has problems any more – they only have ‘issues’. As far as I can recall, this is one of the earliest examples of a stupid word displacing a perfectly good one. Had the, er, issue ended there, we might have lived with it, albeit through gritted teeth. But what the hell has happened? We’ve become so prim and proper that our language is now peppered with soft-soap euphemisms that have replaced everyday functional words now inexplicably deemed vulgar or inappropriate.
Crafting the perfect customer letter or email can be tricky. Mass corporate communications are usually composed to tight deadlines yet often require delicate input from multiple business stakeholders. Even with the best intentions it can be easy for the importance of the customer experience to slip from top of mind in the sheer process of ‘getting a letter out’.
Nonetheless there are certain traits prevalent in many corporate communications that are unlikely to lead to happier customers and yet are easily avoided. Below are a few culprits that seem to crop up time and again.
I should perhaps have created a blog category called ‘Rants’, into which this effort would squarely fall. Then again, it is all about words, as is this blog (mostly), so I’ll leave it as is. Either way, corporate jargon is something of a pet hate, and a subject to which I’ll be returning in later blog posts. Continue Reading →