Language features of client-oriented behavior (on the example of corporate texts of modern engineering and construction organizations)

This article is written in line with the new direction of linguistics - organizational linguistics, which focuses on the features of the functioning of the language in the organization. The research material was written corporate texts of modern engineering and construction companies: official business documents; expert reports and conclusions; information leaflets, promotional materials, texts for the corporate website and periodicals. Corporate texts are studied from the position of their client-orientation. The client-orientation policy of the company involves the identification and satisfaction of customer needs, which is considered one of the priority tasks of the client-orientation organization. This approach in the company's activities allows you to acquire significant advantages compared with other companies in this industry, in particular, to gain the trust of potential customers, establish, and then maintain and develop relationships with them, which helps to increase the efficiency of the organization. An analysis of written corporate texts shows that the client-orientation behavior of employees and company management involves a conscious choice of speech structures. So, official business documents are characterized by stereotypical composition and traditional language expression, manifested in the abundance of ready-made speech formulas. Technical reports and conclusions written by experts based on the results of the work performed are characterized by a clearly regulated structure, the use of terminated vocabulary and abbreviations, tokens with the meaning of obligation. In advertising texts, methods of intimization, identification, animation, verbalization of concepts important to the client are used. In general, all the studied written corporate texts can be considered customer-oriented, because they meet the main principle of customer focus - the formation of mutually beneficial relations between the client and the organization.