Plain language: Why clear communication matters for companies and consumers.

Absolutely. Many consumers admit they don’t read official documents because they find them difficult to understand. This poses a number of risks, especially when signing contracts. For example, you might incur unwanted debt. Businesses should therefore do more to use clear and understandable language. Plain language benefits everyone: it reduces misunderstandings, saves time, and improves customer relations. At the same time, companies enjoy a higher success rate as customers respond more quickly and feel better informed.

Yes, and since 2023 there has been a globally recognized definition in the form of an ISO standard. A text is deemed to be in plain language if it meets three criteria. First, the information can be located easily. Second, the content can be understood quickly. And third, the readers can take relevant action once they have read the text. So it is not just about simple sentences and words, but also about having a good structure and well-conceived layout. Crucially, we shouldn’t lose sight of the user experience. Companies should try out their texts in practice and assess which variant works better.

Yes. Using plain language in speech requires a higher level of competence, as it happens in real-time, so you need to think on your feet. When speaking, brevity and clarity are even more important than when writing. Moreover, context and tone play a greater role. For instance, if you are speaking to a person on the phone and hear a baby crying in the background, it is important to take this into account and communicate patiently.

At some companies, it was previously common to exert pressure by using formal and threatening language. However, studies have shown that honesty and empathy are just as effective – if not more so. Companies that use fair and understandable communication achieve higher repayment rates without impairing their relationship with consumers.

By focusing on the H2H, or “human-to-human,” communication. This approach ensures that the text is constructed in a way that makes readers feel they are being addressed directly. Companies should use individual forms of address instead of impersonal stock phrases. Additionally, the tone of the correspondence should match the respective situation. There’s a difference between someone with an outstanding invoice for 500 euros and one for 5,000 euros.

The best way is through a pilot project. Companies should take a typical customer communication, produce a simpler version, and then test which variant works better. In the debt collection industry, one way to assess the impact is by looking at repayment rates and the speed of consumer responses. Such tests provide tangible results and can often persuade even skeptical decision-makers.

I recommend that everyone should try out the following three tips for writing clearer emails. First, mention the most important matter right at the beginning. Second, formulate subheadings as questions, i.e., “Why are we writing to you?” or “What should you do?” Third, move confusing numbers and names from the body of the text into a table. 

Yes, definitely. The way we communicate has changed significantly in the last few centuries, yet the official language is still unnecessarily complicated. Companies and official bodies should be prepared for the fact that customers are going to use AI-assisted translations to decode incomprehensible writing. If they do not simplify their language now, they will soon lose direct control over their communication. This is why now is the right time for companies to be proactive and make plain and fair language the default.