CHAPTER THREELanguage Engineering

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:

image A perfect product won’t be experienced as perfect unless you also use the right ...

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