Page 38
Because so much of what we do on the Internet has been molded from the
social aspect, which makes the medium great fun for most of us, the process
of electronic communication has become more influenced by that social
aspect. When we are communicating with customers it is essential to
remember that things are different. We all have different ways of expressing
ourselves in person, on the phone, and the Internet. The issue of how to
correctly express oneself in online communications will be somewhat different from the traditional
ways.
Electronic communication is disembodied, and specifically e-mail can come across as being extremely
abrupt. Even phrases like “thank you” “have a great time” and even “I love you” can seem quite straight
and lifeless when placed in a standard font on a computer screen. It is essential to avoid this abruptness
in a customer service e-mail. Picking your words carefully is essential, avoiding jargon is fundamental,
and it must be remembered that brevity in what you say should be limited to simply saying things in the
simplest way. Abbreviations are not for this kind of e-mail.
When we speak out loud, our words have an inflection, they are absorbed by the listener, and then we
move on. In an e-mail, it stays there on the page and can be read into a number of different ways. It is
essential to avoid saying things that are ambiguous, as this can lead to a complaint some way down the
line if misinterpreted. Remember that in person if you say something, the listener can then respond
instantly before you move on to your next point. This means that if something you said was unclear,
they can seek clarification before replying. In e-mail, this is not possible. Getting things said clearly and
unambiguously – and ideally just once – is hugely important.