Jargon
Recently I spoke with the Herald Sun about how we’ve been improving service and value for our customers over the past few months. One of the things we talked about was a project we’re working on to scrap and rewrite jargon we know frustrates our customers.
The example that sticks in my mind is when I entered the industry was that I couldn’t figure out what ‘accident override’ meant. To me it sounded like a useful computer function for erasing mistakes. When someone told me it meant that regardless of their level of cover, customers would be covered for all procedures they needed in the event of an accident, I remember thinking we could do a lot better.
As I talk to customers it’s become very clear to me that they want the jargon gone too. That’s why we’re currently rewriting more than 300 pieces of communication, with a hit list of 30 terms that we’ll change, scrap or redefine.
Even the names of our new products we are launching – like Core and Complete hospital cover – have been chosen in consultation with our customers.
While it’s good to have a start and end point for this project, I don’t think it’ll be a one-off. If we’re going to make things simpler and easier for our customers, this will have to be an ongoing effort to make sure technical language doesn’t override common sense.
Marketing Director APAC I Global Marketing & Change Managment Executive
8 年Almost all industries in every country I've worked in have this problem. Nice one Dave, wish more companies would embrace jargon busting!
Senior Manager Service Management at Specsavers
8 年Roger !
Some Jargon will never go away and they appear to stick to certain industries. 'Stand By', Ten/Four, Crosscheck, Non-stop, Apron, Ramp etc are all Airline lingo many of us continue to use. The trick is to know when to use them :)
Senior Director Asia Base Maintenance at DHL Express
8 年Good to hear from you Knoxy! Wish you all the best.
Operations, Management and Leadership
8 年HEy David, I great idea. I moved from aviation to rail and have found the jargon to be so different from a industry closely related. The customers we impact every day are extremely frustrated by two things either lack of communication or unable to understand the communication. Congratulations on a great initiative. Hope your well. Rgds Knoxy