Save the Group Hug for Familiar Customers

Mark Twain said, “Only kings, presidents, editors, and people with tapeworms have the right to use the editorial ‘we.’”
     Does that leave out retailers? What difference does it make if an individual salesperson or an ad for a store says, “Together, we can find what’s best for you,” instead of, “This store can find what’s best for you”?
     Researchers now at University of Florida, Stanford University, and Turkey’s Koç University explored when, if ever, a misplaced “we” implies an intimacy which irritates shoppers. First, they created three versions of a Wells Fargo Bank ad to use in their studies. The difference was in the wording of one sentence:

• “Together, we make whatever decisions necessary to ensure your life goes uninterrupted.” 
• “Together you and Wells Fargo make whatever decisions necessary to ensure your life goes uninterrupted.” 
• “Wells Fargo makes whatever decisions necessary to ensure your life goes uninterrupted.” 

     For current customers of the bank, the first version led to the most favorable attitudes. They liked the idea of the bank and the customer acting as if one. For non-customers, the outcome was more complex. In general, the wording made no difference. Non-customers had no psychological investment in the relationship with the bank, so probably weren’t assessing the differences in the language. However, when another group of non-customers were specifically asked to pay attention to the differences, the “we” phrasing was less well received than the “you and Wells Fargo.” It seems the “we” did portray a smarmy congeniality.
     And then there are the businesses with whom even long-time customers don’t expect to be chummy. In another part of the study, the researchers found that customers of health insurer Aetna were significantly more comfortable hearing a “you and Aetna” message than a “we” message.
     Know what sort of retailer you are in the mind of the consumer. If it’s expected that you’ll maintain a professional distance to exercise independent judgment, this should be reflected in the marketing and face-to-face phrasing you use.
     Also attend to the objective. If it’s to resolve a complaint, keep your “I” on the issue to indicate corrective action is imminent. “I’ll take care of this,” is better than, “We’ll take care of this.” From another perspective, researchers at Bayer Healthcare, Columbia University, and Maastricht University suggest asking the complainer questions which include words like “you” and “your” in order to remind the consumer of their responsibilities.

For your profitability: Sell Well: What Really Moves Your Shoppers

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Mirror Responsibility at Complaint Desks