One thing to understand about corporate communications: your customers aren’t stupid. They’re at least smart enough to want to use your product. Treat them accordingly. I don’t understand who these communications doobies are who believe if you lie to people about their own experience, they’ll believe you.

My favorite of the day (I’ve heard it 3 times already) is, “Due to heavy call volume, there may be a wait to speak to a customer service representative.” Actually, the reason your customers are waiting is that you have inadequate staffing, underinvestment, and unusable online customer self-help tools. You may be fooling yourself by claiming otherwise, but your customers are keenly aware that your CEO is taking home a $50MM pay package instead of spending some of that money actually providing service.

Try telling the truth. It may result in your customers believing you.

Tell your customers the truth

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