Day 17: Semantics

Day 17: Semantics

Day 17: Semantics

Tuesday, January 17, 2017

“Good morning, sir. Welcome to Nikon. How may I help you?”

“Hi, I’d like to get my camera repaired.”

“What seems to be the problem with your camera?”

“Well, this rubber grip here has come loose and it’s obviously not very practical. Do you think you could glue it back in or something?”

“We don’t do that.”

“Oh?”

“The correct thing to do would be to remove the grip entirely and scrape off the glue that’s there, and then we’d put in a brand new one”

“Uh huh.”

“Is that what you’d like us to do?”

“I just want it to not flap around when I’m on a shoot. Can you do that?”

 


About today’s post: The most common mistake for any organisation is to assume its customers know, much less care about its semantic complexities. Nikon behaves as though every person who walks through the door is a potential lawsuit. Either way, much of that conversation was breathtakingly unnecessary. 

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