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Bacal nails it! While more are messing with the entanglements of Customer Satisfaction which leads to no where...he addresses the specifics head on and focuses on the greater picture and ultimate goal of the Customer Experience which leads to Loyalty. Excellent job! (Macy in Oklahoma, 2013)
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One of the best things I learned from this book is how to turn a negative experience into a positive one. Using the tools from this gem of a book I have calmed people down, turned bad situations into good, and kept customers who would have otherwise left us and written ten nasty reviews in their wake. It is so empowering to be able to do that, rather than feel awful and abused. This is a must buy, must read for people who work with customers day in and day out. Do it for your own sanity, and to help improve your own job performance and satisfaction! (E. Meehan, California, 2012)
A five star review

Anyone who serves the public should have this book. It gives advice for everyone from the order taker at the fast food restaurant to higher level management. It also gives different techniques for different situations (ie retail store, office, call center etc.) I have only had this book for a few weeks and already I have improved my customer service skills. It's a wonderful tool.  (Lisa S. NJ)
Another satisfied reader

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Limits on Social Media Communication Effectiveness

Research Shows That Reading On A Screen Is Much Inferior To Reading In Print By Robert Bacal

One of the problems about how people use social media to communicate is they fail to recognize that each platform has different inherent strengths and weaknesses. They don't take into account the different reader behaviors that users apply to text on different media, or on different platforms.

In the quest for better communication, you have to understand your audience, PLUS understand the particular media.

We'll look at three important ways that reading on screens is different from reading print.

Scanning vs. Reading In Depth

Various studies have shown that, compared to print, readers on screens actually read less of the words. They SCAN, and that means that writers need to structure their content so that the key points are salient and obvious.

A key point buried somewhere in the content that is not highlighted, or otherwise made salient will simply be missed by most readers using screens.

Reading Rates Are About Twenty-Five Percent Slower On Screens

Given reading the same content, it takes average readers using screens about 25% LONGER to read the content. So, it's not an efficient process compared to printed text.

Eye scanning studies have noted that people actually physically read differently on screens, so that's probably why it takes longer. The screen eye scanning process is probably less effective and efficient.

Comprehension Rates Lower

Again, screen reading suffers. Comprehension rates for text are also lower when reading on text, tying into the notion that "Deep Reading" is not what people do with screen reading.

Some Implications

  • Some material is not suited for screens. Content that is complex, nuanced and subtle, or contains highly emotionalized content is best communicated in print, or, for the latter, in person, face to face.
  • Lack of comprehension and thoroughness explains the gut feeling that often even simple emails are misunderstood, or misinterpreted.
  • The inferiority of reading on screens also explains why comments on social media are so often off the main point of the original content. People aren't reading it to understand it before responding.
  • Content for online distribution needs to be set up in small paragraphs, with lots of easily scanned headlines, and sub-heads, and with key points made easy to scan via pull quotes and larger fonts.


About Company

Bacal & Associates was founded in 1992. Since then Robert has trained thousands of employees to deal with angry, hostile, abusive and potentially violent customers. He has authored over 20 books on various subjects, many published by McGraw-Hill.


Robert Bacal

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  • Training sessions should ALWAYS be customized to fit YOUR context.
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  • Fees should be reasonable, fair, and flexible to fit different budgets.
  • The only way to further success is to challenge the existing "wisdom" through critical thinking and basing our services and books on a complex reality.

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