Bad grammar yields bad service.


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We wax on and on about targeted marketing and proper messaging, which is why it’s so infuriating when the marketing and message are just right (and the offer is great!) but the email or mailer is littered with misspellings and bad grammar. I received an email newsletter recently and there was a typo in the first sentence. I didn’t even bother reading the rest of it because frankly I didn’t care after the typo. We tell our customers that they will never connect with their own customers or ever acquire new ones if you can’t even get the language right. Every touch point is the chance for good customer service. Never underestimate the power of spelling someone’s name correctly on a follow-up letter and communicating effectively (and spelling words correctly) in email offers.

“You butchered my name on my warranty form, you called my ex-husband for the survey (you really need to update your records) and when I called to correct the information your agent called me ‘dude’.”

“You sent me a customer service survey and misspelled ‘service’. You guys are a bunch of idiots.”

“There were so many mistakes on your mailer you really wasted the postage. “

Republished with author's permission from original post.

Jodie Monger
Jodie Monger, Ph.D. is the president of Customer Relationship Metrics (CRM) and a pioneer in business intelligence for the contact center industry. Dr. Jodie's work at CRM focuses on converting unstructured data into structured data for business action. Her research areas include customer experience, speech and operational analytics. Before founding CRM, she was the founding associate director of Purdue University's Center for Customer-Driven Quality.


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