Semantics: When Problem Was a Problem

Semantics: When "Problem" Was a Problem

Once, while designing a large mail-order system, I wrote the following prompt: "You can say 'Place an order,' 'Check inventory,' or 'Report a problem.'" The client didn't like the prompt because they didn't want to use the word "problem." They said their legal staff would reject it, because they never allowed them to use the word "problem" in any literature, or in the spoken words of any customer care representative, at any time.

This was a problem for me.

They suggested that I use "Question about a product." It was now my obligation to disagree with the client. Suppose I buy a new television set, plug it into the wall, and it starts to smoke. I don't have a "question about a product" ”I have a "problem with a product!" I don't want an answer; I want resolution.

The client was also worried that the use of the word "problem" might cause customers to become concerned about the quality of their products. This notion was a little funny to me, because this phone line was being set up to handle, among other things, calls from people who had problems. I told them I understood their concern. Then I explained my other reasons for wanting to use the word.

I believe that if a company says the word "problem" in the right way and in the right context, they are not suggesting that they have lots of them. In fact, it might be comforting to a customer without problems to know that there's a line set up to help them should they encounter one. For that matter, if a caller ever encounters a problem, they'll be less likely to call into the system and automatically press "zero" to get to an operator. They'll know that the system can help them.

Besides, everyone knows that all people and companies make mistakes. It's not making a mistake that sours the public on a company's brand; it's how the company reacts to the mistake. If it resolves the problem promptly and courteously, it can actually cause customers to think better of the company than they did before they ever had a problem!

I've often heard people say, "I don't mind paying a little more at Store X, because if there's a problem, there is no problem." These customers know that when issues arise, they'll get resolution quickly and easily. Good companies know that getting another chance to get in touch with a customer ”for whatever reason ”can be an opportunity to improve their relationship with them.

I explained all of these points to the client and the company's legal department. I also pointed out that using the word "problem" ”a word that callers are more likely to generate spontaneously ”would actually help the system's performance and ensure a faster, more satisfactory resolution.

After much discussion, they relented. "Problem" was allowed ”but only in this one system.