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I dig language. I dig analyzing human interaction. And I dig marketing. That actually means every interaction with every business is like a moment in the lab for me.

So I hit a triple play today when I was on the phone with a State Farm customer service rep. The rep told me she wanted to get me to speak to someone from my state. She said: “Let me warm transfer you to someone in PA.”

Dingdingdingding.

My prefrontal cortex woke up with a jolt. I have honestly never heard this before.

I knew of course what it meant: to be transferred to another agent with a live agent-to-agent hand off. Of course there should be a word for that!

Shouldn’t all transfers be ‘warm’?

This is customer service gold. Use it — do it! — and your customers will be delighted.

So at the end of the call, when she asked me if I had any other questions, I checked in with her: “Did you say ‘warm transfer’?

Yes, she said bemusedly. She then politely explained what it meant and added: “It’s a Southern thing, I guess.”

Well, that makes it twice as nice.