Can I ask you a question?

Someone messaged me here on LinkedIn and asked this question:

The organization I work for is moving into customer driven language. Talking about a menu of services when referencing the different supports that we offer people. Or calling people, clients, and customers versus someone that we support or for that matter calling them by their name.

I’m really wrestling internally. I would appreciate your insight if you’re willing to share

Here is my reply:

I think the language people use often correlates back to control and power. It is not a small thing. The words we use say a lot (often everything you need to know) about the relationship we have with people. There are instances where client might work. Like for example if you are a job coach helping your client to pitch or negotiate with prospective employers. But for the most part I would much rather speak with the person I am supporting and ask them how they would like me to refer to them. Almost always people say use my name and are a bit confused at the need to have a "word." Professionals on the other hand have a deep need for a "word."

I often hear:

"We must have a word. Something we can say. What are we going to call them? If we don't have a word people will be confused."

I have not used a word in 20 years and I don't believe anyone has been ever confused.

In places where it is not appropriate to use names my preference would be to say people/person I work alongside or people/person I support. I think that is the most respectful use of words.

I have heard worse than customer. If your organizations wants to go with words I would be interested to know if they involved those they support - did those people have a say in the decision making process to come up with this word??

Bigger and much more important questions would be around if those people are actually customers. I would hazard a guess to say that the people you support did not actually buy their support . Do they know how much their support costs? Do they know how much budget they have? Regardless of who handles the money they should be given this information. Especially as customers.

As customers can they decide who supports them? Can they change who supports them? Can they change the provider if they want a different company? Customers can.

Ben