Gerry McGovern is an interesting fellow with good ideas about web design and testing. I recall a MarketingProfs seminar he did a few years ago about “customer care words” that was very good, although the title was slightly confusing. It’s not about words for your customer care department, but words your customers care about.
His “customer care words” approach proposes a simple method for finding out what your customers truly want and designing your website around those words — rather than, for example, around what the CEO thinks is important, or what the company thinks about its products and services.
This post is somewhat along those lines.