Brand, Claim, Brand Image, CRM, ERP, Touchpoint, Cluster, Employer Branding, Facility Management, Advisor…They are way too numerous to mention them all but I think you already know what is my point: English is the language in which we communicate our products and services every day. We work with technical terms, which conceal mostly complex concepts. And they are often difficult enough to understand. The fact that this is a problem for one or the other is obvious.
Only: The technical terms are necessary to ensure that we all talk about the same thing. And they are necessary because, unlike some people believe, they simplify communication. If a customer tells us he has trouble giving us feedback on a claim, then it is easier than talking about a feedback on a suggestion of a company’s promise to the brand.
English terms are standard today, they dominate the world of business and above all marketing, which is now an international discipline. They are not there to flaunt, they are not artificial fog veils, behind which is hidden the incompetence, but important and necessary communicative contents with which one has to learn to live.
The entry of English into our linguistic usage is not restricted to technical terms. For a long time, we say OK, if we have agreed or understood, and complex, above all technical matters today mostly have an English name. I think about the smartphones, Smart TV or Pay per view. Our team is today a ‘team’, our executive employee is a ‘managing director’.
Especially on the international markets, where Genetica operates, we encounter such concepts every day. It is important that we deal with them and communicate on the same level, because everything else would be simply unthinkable. A simplified language is, therefore, one that is understood, and not one that does not deal with (English) technical terms.
That many a manager, many executives in South Tyrol (and not only) have difficulties with understanding, is thus less a language problem. Rather, it is a sign of how strongly the environment is changing, how quickly the framework conditions change and how comprehensive information and communication are changing in the course of globalization. Anyone who is not able to cope with this changing environment will, in the best case, lose some opportunities every day. In the worse case, a company is viewed as antiquated – with all the impact that such animage has on products and services.
So if customers have problems with terms and concepts, then it is our task to explain these to them. And, more importantly, it is our task to take them by the hand and transfer the necessary know-how, to advise and accompany them in the market, in modern language usage and in the confusion of new communication tools and channels. This is the only way to get a company fit for the global competition, only this way it can emerge as a winner.