Signs of Poor Communication

Signs are an interesting form of communication. They can bring forth a myriad of emotions with just a few words. A sale sign can make my heart palpitate with excitement. Detour signs generally make me nervous. Signs can also be responsible for great disappointment. I was at the grocery store the other day and there was a piece of paper on the glass door where the dairy products are kept that had Out of Milk – Sorry written on it. It didn't seem very apologetic, and I couldn’t help but hear the woman in sweat pants tell the manager so. Perhaps they could have typed something up explaining the milk truck was in an accident, or the cows weren't up for milking that day? Whatever the explanation, customers expect to see a fully stocked dairy case when they walk into the grocery store. Management could have considered providing more details and directions to the nearest convenience store (ideally they would have called ahead to make sure the milk truck didn't pass them up, too).

The worst signs are the grammatically challenged written in poor penmanship. They are usually found taped to an elevator, or unruly piece of machinery. Soda Machine is Broke tends to be one I see frequently. I can’t help but think of my eleventh grade English teacher every time I see that particular phrase.

The point is – nearly every business housed in brick and mortar uses signs. Most of the people who create them are well-intentioned. They want to let you know that you should hang on to your dollar rather than risk losing it for a bottle of water. Fair enough, but when the communication comes down to an important business function such as, discontinuing a particular form of service or the relocation of an office- you want to make sure that people are being informed at the right time in the right manner. Creating a sign is passive form of communication. It prevents front line personnel from having to engage customers. The notion is if they create a sign, then they don’t have to be the one to provide the disappointing news. Actually, they are only fueling the flames of frustration. The customer is now angry before they even get to the frontline staff person. Conversely, we can’t be angry about something we haven’t made aware of, and it is less disappointing when someone apologizes and offers a solution.

Signs can’t convey tone or sympathy - only humans. Stop spreading signs. Be human.