AFAIK jargon is PDQ becoming

AFAIK Jargon is PDQ becoming a problem: The danger of excessive jargon and acronym usage

@GGDacc

Katherine Louw, lead Xero Accountant, GGD Accounting and

Business Solutions

She prides herself on being the kind of quirky person who can discuss anything with anybody – after she’s had her coffee and fed the cats.

Does your use of jargon impress or depress your clients?

With the rate at which technology is changing, especially the advent of Twitter and “SMS speak” the use of jargon is becoming de rigeur in client meetings and communications. But how much of this is playing “Buzzword Bingo” and how much value are we giving our clients?

Xero’s tagline is “Beautiful Accounting Software” like to put themselves on the spot by asking questions – resulting in and it is clear both from their a depressed client who feels like online presence and their live they do not, and maybe cannot, presentations at XeroCon and understand what is happening Xero Roadshows that their focus is within their financials.

on making accounting as easy to

understand as possible for the end Unfortunately, the accounting and user – your client. finance industry is full of acronyms, many of which are not unique. However, as accountants in For instance, ISA could stand for practice, we run the risk Instalment Sales of undermining this Agreement, or clarity through the “Why are International excessive use of accountants Standard of jargon. You may be impressed writing Fanfic at Auditing. How confused will your with your clients work?” client be receiving improved KPIs, especially their G Marais, student an email requesting their ISAs? ROI, but if they don’t understand the Likewise, CFC could terminology you are using mean either Controlled then no value is being added to Foreign Company or Controlled your service offering. Foreign Customer solely within the tax sphere, but to a nonHopefully the average client accountant could also be mean has bought into the “There’s no Chloroflourocarbons. These are such thing as a stupid question.” aside from the many acronyms and ideology and will ask you to abbreviations which may have a explain the terms being used, but different meaning outside of the experience shows that few people industry. Earlier this year we had a student assisting us at GGD. She was extremely confused after overhearing a request for an OTP, and wanted to know why accountants were writing Fanfic at work. This was due to her frame of reference – a One Time Password or PIN was a less familiar concept than a One True Pairing.

So how do we find the balance between impressing our clients with our industry knowledge, and leaving them confused and uncertain? There are a few steps to consider:

First, emphasise the importance of clear, upfront communication within your firm. One easy to understand email that takes a minute longer to prepare due to typing items in full is less time consuming than multiple back and forth emails to explain terms to the client.

Second, make use of the Rocket Scientist analogy – assume your client is a genius in their field, but has limited knowledge of yours. This will prevent your tone

becoming condescending.

Third, establish rapport with being seen as “normal” by them – approachable and sympathetic rather than the guru sitting on the mountain top. (although given some of my clients’ unique personalities this can be a bit of a stretch)

Fourth, remember that some jargon may be an in-joke. It is not uncommon to hear staff refer to BB, Hisself, Madame etc within an office environment when referring to the

“Big Boss” or main decision maker for example, but these terms should your clients. Embrace the idea of

not be communicated to clients.

Lastly, follow Xero’s example. Keep terminology straight forward and consistent. As a firm, GGD has had multiple existing and new clients express delight that Xero’s dashboard distinguishes between Sales Invoices and Purchases Bills, as they now better understand which information is being requested. When possible, reference your request to the words the clients can see in front of them on screen.

GLOSSARY

AFAIK – As Far As I Know PDQ – Pretty Darn Quick(ly) SMS – Short Message Service KPI – Key Performance Indicator ROI – Return on Investment Fanfic – stories written by fans within the context of an existing fictional world CFC – Controlled Foreign Company or Chloroflourocarbon C.F.C - Controlled Foreign Customer OTP – One Time Password (PIN) or One True Pairing PIN – Personal Identification Number