Language of the user
As an organization grows it tends to build and develop its own vocabulary. A new individual joining an organization almost always has to confront the challenges of being able to learn and appreciate this vocabulary filled up with company jargon, marketing buzzwords and abbreviations. But why should we expect our customers who use our products and services to learn this “internal” vocabulary.
More often than not such words creep into the product and given that everyone in the company is so familiar with it no one realizes its a impediment to customers more readily adopting the product. A few suggestions on how it could be easily remidied.
1. As you talk with customers, pay attention to “Keywords” they use. The customers themselves could have developed their own vocabulary around your product and at times its probably more readily describes the features and functions.
2. Some buzzwords are industry specific and are widely acknowledged and understood. However, learn to appreciate your user base, at times it might be easier to use a plain speake alternative unless the words are so entrenched that not having them would actually has the effect of users getting confused.
3. An easy way is to grab new employees as they join the company and ask them to trial the product and note down words for which they seek more information.
The operational aspects of these at times could be difficult because these words are part of the identity and culture of the organization. However, it could start with the front line staff who train or service the users. Using plain-speak doesn’t mean eliminating branding within your collateral or your in your marketing efforts. But , as with all these efforts its important to get your message across and for that there is no alternative but to – speak the language of the user.
