Sweet Nothings

When we think “content,” we may envision weighty discourse on important subjects. Sometimes, though, it’s how we say the little things that makes the biggest difference.

 

Just this week, for example, I received a communication from my credit card company. The letter stated that “due to significant changes challenging the economy,” the interest rate on my card would double effective immediately. As it happens, I’ve never been late with a payment, I carry minimal balances, and I have excellent credit. Since the cost of borrowing has actually gone down due to the state of the economy, the only conclusion I could reach is that the bank is trying to recoup the cost of their bad credit decisions at the expense of their good customers.

 

What really irked me, though, is the disingenuous way they communicated their action. Instead of being transparent and telling me that they’re increasing my rate because my account isn’t generating breakeven interest payments, or whatever the real rationale is, they chose to blame generic economic conditions. As a result, they forfeited my trust and lost a customer.

 

As I struggle on behalf of our clients over wording for seemingly mundane communications, I put myself in the recipient’s shoes. How do I convey the message, especially if it’s bad news, in a way that respects a customer’s right to honesty while reflecting necessary brand and legal requirements? It’s not glamorous as content goes, but it is essential. The customer relationship depends on it.