Issued by: Simplified


Plain language is emerging as an important issue for South Africa's telecom operators in the wake of a series of recent highly publicised disputes between cellular networks and subscribers about issues such as penalties for early cancellation of a contract, says Candice Burt. Burt is a plain language lawyer and, together with Frances Gordon, founded plain-language training and consulting firm, Simplified.

According to Burt, many of these disputes could be avoided if subscribers understood the terms and conditions of the agreements they sign when they enter into a contract with a service provider. Contracts could be made easier to understand if they were translated into plain language.

Recent reports in the information technology and consumer press show that many consumers don't understand the basic terms and conditions of their contracts with cellular service providers and networks. While most subscribers know that they will face penalties if they exit a contract before it ends, most don't know how much the penalty fees will be nor why or how these fees are calculated. In addition, many subscribers don't realise that their contracts will be automatically renewed month to month after the initial period, unless the contract is cancelled in writing with a month's notice, says Gordon. Subscribers aren't always clear about how call, admin and monthly subscription fees are calculated, nor do they always understand the link between their handset subsidies and the terms and conditions of their contracts.

Plain language is a concept that telecom operators can no longer afford to ignore since customers are demanding communications that they can understand. Also, pending legislation such as the Consumer Protection Bill insists that suppliers communicate with consumers in an understandable and honest fashion, says Burt.

Consumer Protection Bill insists on plain language
The Consumer Protection Bill impacts business communications at many levels, from consumer contracts and agreements to marketing and advertising. Plain language is mentioned in many sections of the Bill.

For example, the Bill states that all agreements for consumers must be in plain language and set out an itemised breakdown of the consumer's financial obligations under the agreement (section 50). Some companies have been guilty of using vague clauses to give them wiggle-room in case there is a dispute after an agreement is signed. The Consumer Protection Bill aims to end this practice. According to the Bill, the courts must interpret documents and contracts and forms to the benefit of the consumer.

Any notice about limiting a company's liability or indemnifying a company 'must be drawn to the attention of the consumer' and be in plain language (section 49). Plain language is also a requirement for franchise agreements (section 7).

Because plain language is a fundamental right, it cannot be contracted out of. This means that documents must be in plain language, regardless of whether the customer has stated that they understand it or not.

An opportunity to build a better business
Telecom companies should not to view plain language only as a compliance issue - they should instead seize upon it as an opportunity for them to improve relationships with their customers, increase efficiency, and ultimately become even more competitive, says Gordon. Clear communications can bring business benefits, from attracting new clients and building brand loyalty to reducing the cost of queries and producing documents more efficiently.

Plain language is beneficial to both telecom company and consumer at every stage in the customer lifecycle - pre-sales, sales, the signing of a contract, and post-sales support.

Too many technology companies sell products using a list of features that consumers don't understand - push email, Bluetooth, and even broadband are concepts that many customers struggle to grasp. Plain language helps telecom companies to sell and market complex, technical products and services more effectively to customers who are not willing to buy offerings they don't understand, says Gordon.

Plain-language legal contracts are more likely to be read. If clients can read and understand documents, they are more likely to comply with their terms. This ultimately helps companies to avoid costly legal disputes and bad publicity, says Burt.

Post-sale functional communications like letters, bills, invoices, statements and user-manuals, meanwhile, are the unsung heroes of brand-building. They are the touchpoints where the brand promise is proved: where a telecom company stops saying how easy it is to do business with, and starts being easy to do business with, says Gordon.

Defining plain language
According to Simplified, a plain-language document is a document that the reader understands in the same way that the writer intended. It is not ‘cat-sat-on-the-mat' language, but is clear and precise.

Plain language encompasses a range of elements such as the use of everyday words instead of jargon and legalese, and short, active sentences instead of long-winded passive sentences.

But plain language isn't only about words and grammar. How well a document is structured, how easy it is to navigate, the visual design, and the usefulness of its content all form part of the picture. An easy-to-read document will include structural and visual elements such summaries, indexes, contents pages, headings, and easy-to-read typefaces.

Visit our PRESS OFFICE: Co-founded by Frances Gordon and Candice Burt, Simplified helps companies transform complex messages into clear, effective documents and websites. Simplified offers services in plain-language writing, information design and training.- more....

[28 Jul 2008 13:08]

SEND TO A FRIEND  |   PRINT