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Marketing & Sales
May 3, 2017

‘My Pleasure’: Why Customer Lingo Matters

Sponsored Content provided by Bill Hunter - President & Creative Director, Wilmington Design Company

Chick-fil-A is dominating the fast-food industry. The company generates more revenue per restaurant than any other fast-food chain in the United States, according to QSR magazine.

Chick-fil-A's average sales per restaurant in 2014 was $3.1 million. Its fried-chicken competitor, KFC, sold $960,000 per restaurant that same year.

Despite its relatively small size - and the fact restaurants are closed on Sundays - Chick-fil-A also ranks highly in terms of its total sales. The chain generated nearly $5.8 billion in revenue in 2014, making it the eighth-largest fast-food chain in the country.

So what is the secret to Chick-fil-A's success?

Beyond the food, which gets high ratings from customers like me, many analysts point to Chick-fil-A's exceptional service and consistent use of positive phrases such as “my pleasure.” That refreshing approach distinguishes Chick-fil-A from its competitors, highlighting the importance of the little ways you communicate with customers.

When customers call, email or chat online with customer service representatives, they have come to expect to most likely get mediocre to horrible service. Of course, what you do can be as important as what you say. But your choice of words will have a significant effect on the way the customer hears what you're saying, and consequently the way he or she feels about and reacts to it.

Here are some of our favorite active, enthusiastic, genuine and upbeat words that could dramatically change the way your customers react to conversations, e-mails and text chats.

They are ridiculously simple, yet powerful tweaks to the normally bland, predictable language of customer service:

  • Delighted
  • Absolutely
  • Pleasure
  • Happy
  • Sorry
  • Yes
On our office wall at Wilmington Design Co., we have a large canvas bearing the words, “Go the extra mile - It’s never crowded!” We pride ourselves in doing more than what is expected for our clients, and it is our pleasure to take the extra steps needed to lead our clients to success.

When working with our clients’ customers, we adapt our speech and written correspondence to include language that elicits positive emotions and encourages customers to take action by using simple affirmative words. We find more prospects gravitating towards our clients’ promotions and offers, which makes a clear impact on our clients’ leads and conversions.

Going the extra mile with the thoughtful use of some positive trigger words in your business communications will not only result in a much happier customer, but it can also support your business growth and expansion. You'll absolutely change the entire tone of your customer interactions.

Contact us at [email protected] or (910) 395-9997 to help communicate positive trigger words with your customers and excite them about your service and products.

Bill Hunter and the WDC team believe that honest business and innovative design go hand-in-hand. Their talented team of designers, marketers and developers are as diverse as our work. They offer a range of services, including marketing strategy, branding and creative web and application development, as well as digital marketing solutions specific to your business. Contact Bill at [email protected] or visit  

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