What’s in a name?

I recently read Hug Your Customers by Jack Mitchell. Whilst old (2003 publication), it has stood the test of time with so much, if not all the content still being applicable in today’s service environments.

One of the simplest touches which resonated with me was Jack sharing how his employees’ welcome people into his store as if they were family, using their first names only.

We each have our preferences. I have always preferred to be welcomed by my first name - even in luxury establishments, I find the less formal greeting using my first name feels more genuine.  

To find out what others thought I did a quick LinkedIn poll and was pleasantly surprised to learn that 79% of people prefer the less formal approach. 

The “welcome” is the first of many touch points in the client journey - it sets the tone for who you are as a business. 

I recently visited a client for the first time, and my full name “Mrs Kay” was used three times in the space of five minutes.  The reception team were hugely professional, but I couldn’t help feeling that the use of my full name in every interaction felt impersonal and contradictory to the client’s family ethos and inclusive culture.

There is no right answer. Informal or formal - both will always have a place in different environments.  But for me, in the workplace, when I design a client journey and agree the service language, there are always a few things I consider:

• Does it echo the client’s culture and brand?

• Does it connect with the client’s customers and potential customers?

• Is it inclusive? For nonbinary people, gendered terms, like honorifics, are inappropriate.

Amanda Kay

Managing Director of Amplify