From Knowledge @ Wharton: Great customer service is the holy grail of sales. When customers feel satisfied, they spend more money and are more likely to come back. Happy customers write positive reviews online and share their experiences through word of mouth. But great customer service is also really hard. Shoppers complain that sales associates aren’t listening to them or are just going through the motions. There is a simple and cost-effective way to fix that, and Wharton marketing professor Jonah Berger has new research that explains how. He found that when sales agents use concrete language, they make customers feel seen, heard, and valued. His paper with co-author Grant Packard, a marketing professor at York University’s Schulich School of Business, is titled “How Concrete Language Shapes Customer Satisfaction.” It was published earlier this year in the Journal of Consumer Research. Read the full story at Knowledge @ Wharton.