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Over the last couple of months we have been looking at the easiest options and approaches to setting up new websites and blogs for the business. Last week I also thought it was time to update my profile and send it out to the people who have my details on file.

I then spent the weekend pondering on why, in a world appreciating the importance of delivering great customer experiences, companies still use their jargon with customers who do not speak their language and then fail to provide meaningful context to their words.

The prize for worst jargonist this week, goes to people involved in the world of web. I am pretty tech savvy but web jargon abounds, made worse by the absence of context to give clues. As an example, we looked at transferring domain name registrations from one ownership in one registry to another owner in a different registry. We looked at many sites for clues and kept finding reference to transfers but… very few thought to say transfers in or transfers out, which is pretty material to the context and so easy to clarify.

In the world of people search, why do they still invite people in for the first time to be “interviewed”. To my reading that is language that denotes differential power and a predominately one way conversation. Inviting me in for a meet and greet or a meeting or a conversation would signal a desire to talk not interrogate.

Delivering great customer experiences requires a rethink of every stage of the customer’s journey. Why annoy them unnecessarily at step 1?

Cartoon by Frances Hazard for http://www.zeopard.com

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