Your customers are not your employees. Well, in some cases they might be, but as a general rule, especially when it comes to comms they are distinct and disparate.
Why am I telling you this?
I’m seeing an increasing number of external comms full of internal comms. By which I mean, customer service emails, for example, which are full of jargon and or acronyms and or terms that make little sense. Genuine error? Lack of training? Who knows, but it’s not good.
Your customers (usually) don’t live and breathe your brand/organisation’s lingo or processes. Don’t assume that everyone outside your organisation thinks and talks the same way you do. Your shorthand for complex processes is not theirs.
External communications need to be clear and easily understood. When they aren’t, they alienate customers and can and do lead to frustration and, usually, more work as customers need to go back and ask for clarification.
Plus, every mishandled communication erodes trust.
How to avoid inside-out communication fails
Know (and respect) your audience: Always keep your external audience in mind. Speak their language, not yours. Avoid acronyms and technical terms unless they’re widely understood by your customers.
Test your message: Test your message(s) with people outside your company. See if they understand what you’re trying to say. If they ask questions, consider rewording or simplifying.
Translate internal terms: Translate your jargon into terms that your customers will understand. And make sure every customer-facing employee uses them.
Cut the detail: Stick to the main issue(s). Internally, colleagues might want/need a detailed run down/analysis of why a thing has happened. A customer wants/needs what matters to them.
To sum it up
Mixing up your internal and external communication can and does confuse and frustrate your audience, causing damage to your brand/organisation. The key is to always put yourself in the customer’s shoes—speak in a way they can understand and relate to. By avoiding jargon, testing your message, and sticking to clear, customer-centric language, you’ll avoid the trap of inside-out communication and keep your audience engaged.
Drop the corporate speak and cut the jargon in external comms. Your customers will thank you.