Rapide take Voice of the Customer back to basics

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Mike McMaster, customer experience expert at Rapide, has released his latest article on the growing number of brands using corporate jargon to converse with their customers. Focussing on NatWest’s communications amid their technical difficulties, Mike shows how keeping things simple is far more effective. Read the full article below.

How RBS are dealing with Customer Experience
The Voice of the Customer world seems to want our clients to learn a new language form; corporate-speak.

The world, in something of a dent to our ego, doesn’t speak English – but American. On this scepter’d isle, however, we do try to use something approaching the Queen’s English, and most of us can handle an impressive vocabulary and quite complex sentence structures.

Having said that, the Voice of the Customer world seems to want our clients to learn a new language form; corporate-speak.

Strictly speaking, it is probably a patois or pidgin version of English, but it does grate. Especially when we are trying to have a quick chat with our customers to find out how they feel.

NatWest are still writhing in the fire of their computer glitch which, as part of RBS, has given their customers a real moment of truth in the last week. An RBS Director referred to it as a “disaster” at the weekend (BBC Moneybox interview http://www.bbc.co.uk/radio/player/b01k1ljc) and their apology was repeated several times.

The communications sent directly to customers though are pure corporate-speak, with phrases like:

"This problem is strictly of a technical nature."
"This has caused an unacceptable level of inconvenience."
"Our priority has been to work round the clock to sort the backlog."
"I am sure that it is all true, just as I am sure that it is going to annoy customers."

They could achieve a lot more, and engage with their customers’ emotions far more effectively with the use of a simple English word.


Mike McMaster, Head of Client Services, Rapide - The Moments of Truth Company

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Notes to Editors:

More about Rapide – the Moments of Truth Company

Rapide turns moments of truth into moments of opportunity. Its award-winning, multi-channel technology platform Rant & Rave provides real-time customer communications and feedback solutions to half the FTSE 350. Its solutions let companies talk to their customers at the moments that matter, and then uses sophisticated text analytics to interpret customer sentiment and provide actionable insight. Industry leaders choose Rapide to save money, drive revenue and to develop profitable relationships that last.

To learn more visit http://www.rantandrave.com

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Yiannis Maos

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