Speak To Your Customers In The Right Language
Some time ago, I went to my mail box (yes, remember that old thing?) to collect the usual array of shopping catalogues, bills, and even the odd letter stuffed inside. I noticed a letter from my bank, of which I had been a customer for 15 years. My salary went into this account. I even had a home loan with them.
When I opened the letter, the contents were bewildering. I literally couldn’t understand a word of it. Not one. I studied every inch of it and I dipped back into the envelope to see if I had missed an all important page. But the result was the same. I could not understand a single sentence.
Was I going mad? Had I entered the Twilight Zone? Had I suddenly lost my capacity to read?
It was none of the above. I didn’t understand a word because the entire letter was written in Chinese characters.
Sitting at my kitchen table in Sydney, I turned the pages over and over, expecting to find the English translation somewhere. But there wasn’t a single word of English. This was confounding as the (Australian) bank had managed to write to me in English for the past 15 years.
   
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