Authentic Communication: Say it like you mean it or don’t say it at all!
As I was traveling yesterday it happened again. A delay. Sure, we’re all human, schedules are tight and transportation companies bundle “will work if all is perfect with back-to-back schedules” in a bid for efficiency and profitability. It never works, because we’re human. So be it. That doesn’t really bother me. So what does? Once again and perfectly timed before getting off: “In the name of blah blah we sincerely apologize for the delay and any inconvenience etc…”
Those words.
It’s always the same singsong tone of voice with which you’ve heard someone over the supermarket intercom announce, “Please clean aisle three where some milk has been spilled.” It’s same tone in which flight attendants recite the safety routine before takeoff. We’ve heard it too often to pay attention and they’ve repeated it too much to notice we’re not paying attention. This one is mandatory by law, but still.
Then why do you do it?
Apologizing for a delay is not mandatory by law. So please help me out. Where is the meaning in that tone? Where is the human behind that voice? It is obviously “company policy” to do it. You can sense with every fibre of your body that the person behind the announcement doesn’t care in the slightest. You can almost taste it in the air… There’s not a trace of interest. So here is my question — why do you continue to do it?
Authentic communication goes a long way.
When you apologize, it should mean something. Otherwise don’t do it. Okay, it might well not be your individual fault. Of course it’s most likely “your company’s fault”. But don’t fool yourselves. ‘Companies’ don’t make mistakes. It is always the people working in the company that make mistakes. And that’s fine. It’s human and it’s inevitable, but please don’t blame your company. Accept responsibility with and for your colleagues. More importantly — apologize only if you care. And if you do, then show it! Speak like a human being and use words that sound like you’re speaking with someone you care about — your customer. Use a tone that shows interest, compassion and humanity.
So, what’s the solution? Say it like you mean it or don’t say it at all.
The next time I disembark a delayed flight or train, I’d love to hear something like, “We finally made it… we really hope you make your next connection…we hope we didn’t mess up your plans this evening…we’re really sorry if you’re going to be late for your meeting or your dinner…we’re sorry to those who waiting for your outside…we know you’re tired…we’re human…we did our best and we failed…next time, we’ll try harder…now go out there and enjoy whatever you have planned. You still can! Because 26 minutes delay should never be enough to make you unhappy!”
This is just an example
It is time to bring authenticity back to communication, especially corporate communication. It is easier than we think. It is about showing your human side!
Over to you: How would more authentic communication improve your customer experience? What other examples do you have where communication lacks authenticity? Who does it really well? And if you like this article, don’t forget to clap all you got ;)
German Ramirez is a Digital, Social Media & Blockchain pioneer. Serial entrepreneur with over 20 years of strategy, marketing, branding, communications and storytelling experience. Author & keynote speaker. Co-Founder & Chief Relevance Officer @ THE RELEVANCE HOUSE.
