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The language we use can be a powerful ally to remind us how we should think about our interactions, and thus how to behave. I like the client services team concept; would we be rude to a guest at home?

This post and my writing at FC were inspired by a conversation I had with the head of our customer relations group: she does see things from the outside in!

My company's tagline: "Relationships Drive Results".

In our marketing group, Carlson Marketing Worldwide, the CEO, Jim Schroer, has a simple rule for all employees: Compelling new ideas and rock solid execution. When he came to us two years ago, he presented this 'rule' and rolled it out first to the frontline client services teams. Always work from the customer 'in' v. the company 'out'.

In the corporate offices, we're attempting to dramatically reduce the use of the word 'customer', as it denotes a transactional relationship. We're using either 'guest' or 'client' - which tends to convey a relationship v. a one-time event.

Does that make our Client Services Team better than a Customer Services Team? We think so. People experience things via the way they name them.

It is part of why our Service Index scores improve every year.

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