Let’s talk about names.

In the ongoing effort to provide customers with the best possible experience, no piece of the puzzle is off limits… And to start from the top, one of our Insiders’ Club Members brought up the question:  “What’s the best way to address a client?”

She was specifically referring to a situation where she was referred to as “Ma’am,” – a term which she (jokingly) despises because it makes her feel old.

So what about a name?

What do you call your customer as you talk through the features of a product or service? How do you greet them when they walk through the door?

There are a few common routes you can go with this…

One of the most common (at least among some types of businesses) is using “pet names” for customers. This conjures all sorts of images of the elderly woman behind the counter or the diner waitress, referring to everyone as “honey” or “sweetie.”

This same approach exists in some other markets as well…

“Buddy,” “dude,” “champ,” and the like are the more common pet names among males, and different parts of the world or social groups have their own versions of these common “non-names” that function to address someone you don’t know (like “mate” if you’re from down under)…

Of course, there’s also the simple “Mr.” or “Ms.” at your disposal.

But is this the “right” way to address your customer?

Let’s see…

If I’m buying life insurance, I don’t want the rep calling me “sweetie-pie,” and “Mr.” or “sir” seems a little too serious for buying a surf board…

The best course of action?

A name, plain and simple.

We all know that addressing someone directly by name helps form trust, establishes some identity, and even strokes the ego a little bit…

But how can you get this info?

For quick transactions, you can try something as easy as looking at a credit card or ID (if it’s required for the purchase)…

Or better yet, introduce yourself just as if you were meeting a soon-to-be friend for the first time (most people will respond in kind)…

And if all else fails, you can just ask!

Now, depending on your industry, you probably have an idea of the formality that your customers are used to…

If you’re a financial advisor “Mr. Last-Name” is probably your best course of action, but a first name will certainly suffice if your business is a sandwich shop.

If you’re worried about the level of formality, just ask! It’s a good rule of thumb to start with the formal:

“Nice to meet you Ms. Doe, may I ask – how would you prefer I address you? Ms. Doe or Jane?”

The whole point of calling your customers by name (and making a point to remember their name for when they come back) is to enhance the experience…

Calling your customer by name shows them you are addressing them in particular, which means your concern is with solving their unique, individual problems and meeting their specific needs.

Pet names can be dangerous territory because you never know what someone will deem appropriate, too informal, or too familiar. In the southern United States, “ma’am” is a commonly used to address women with respect…

In New England, someone might take offense…

You have to evaluate the nature of your relationship with the customer, and try to predict their expectations about formality, positions of power, respect, etc., but you can never go wrong with a name…

Addressing your customers by name is a great way for them to remember you – and also for you to remember them. Establish a dialogue, get to know them, and make the experience personal!

In your corner,

Charlie