I recently visited a new city for a few days. I had to stock up on groceries and the clerk attending to the “12 items or less” checkout asked me if I had a frequent shopper card to get a sizeable 50% discount on one of my items. I did not have a card, so right at the checkout, in the fast paced flow of “12 items or less,” the clerk used here POS terminal to enroll me in the chain’s loyalty program. In previous experiences I wouldn’t bother completing an application for a loyalty card because the process had too much “friction;” wait in line at a Customer Service counter, fill out paperwork, hand it back in, and in return get a plastic identity card assigned with a random number I would never remember. But this time was different. No paperwork, and I was able to choose my own unique identity code.
The store did not make me use THEIR (meaningless to me) identity to be tracked in THEIR system. This is good… If I visit the chain again, all I have to do is tell the clerk my mobile number and I’ll receive the benefit. (BTW… they don’t know this is a mobile number, to them it’s just my unique identity.)
Aside: US telephone numbers were engineered for easy memory.












Why are Mutual Taxonomies so Important?
This is because many organizations develop an internal vocabulary and slang for how they communicate with each other about their respective product/service. Externalizing this “internal” vocabulary is difficult.
In a typical two hour meeting with multiple people from each party a good one-quarter of the time is wasted because there was no mutually understood taxonomy. Usually the meeting is well underway before it becomes obvious that “we’re confusing each other with dual-meaning words”… “let’s start over and first focus on the definitions for [...each term].”
Maybe this is a natural process that has to happen, or maybe there is a better way. With foresight and homework meeting planners can anticipate the common words that might have dual meanings and establish the vocabulary up-front. I’m going to try this tact for my next external meeting.
Posted on April 20th, 2013 in Commentary FWIW | 1 Comment »