What’s In a Name?

That which we call a rose
By any other name would smell as sweet;

Shakespeare, Romeo and Juliet

And indeed changing the name of the rose would not change the affect it would have on our olfactory sense, but it may affect our attitudes towards it. Would it be as romantic to buy a dozen red Snozwangers for a loved one on Valentine’s Day this year, even if the aroma was as pleasant as it ever was?

I just wonder because I heard recently that one of the big telecommunications companies in the UK has been renaming its entity model. That it is what the things are called in its enterprise wide IT systems. The thing that used to be called a “customer” is now called a “contract partner”. Now I will admit that I do have a contract with my phone company, but I wold not call myself a partner. For starters I don’t get a share of the profits. But the more worrying thing is how this change might shifts attitudes to customers.

You might argue that this is a very slight argument and you may be right. But just stop to think how we might treat these things. A customer: is served, valued and is “always right”. A “contract partner” is something: to negotiate with, to sue for breach of agreement, to work with according to SLAs and service standards.

How would you rather be thought of by this company? And more importantly, when that company comes to discuss issues of purpose and value as defined by their customers, will the fact that they think of them as “contract partners” distort the outcome?

So thank you good reader textual informational absorber, see you next time.

Best,

Rob