Cutting calls and saving time in Allen-Bradley

Allen-Bradley discovered that the second most important factor, after workmanship, in influencing a customer to buy their computers was the quality of the computer manual. When they launched a new plain English user manual, phone enquiries dropped dramatically from 50 a day, to just 2 enquiries a month.

Source: Barry Jereb (1991) ‘Plain English on the plant floor’ (in Erwin Steinberg ed.) Plain language: principles and practice.

Enquiries per month