Every. Word. Counts.
Your company has probably given more thought to the language it uses in marketing campaigns than to the words employees use when having conversations face-to-face with customers. That’s a mistake, because customers don’t generally get their make-or-break impressions of your company from high-minded branding exercises. They get them primarily from day-to-day conversations with you. And those are the impressions they spread to others.
Language underlies all other components of customer satisfaction. For example:
A perfect product won’t be experienced as perfect unless you also use the right ...