Pranjal Shukla
2019-10-30
In the retail and hospitality industries, the way customer-facing staff responds to customers can have considerable impact on sales, customer loyalty and spending activity. Helping customers is the main responsibility of customer service representatives, cashiers, hotel receptionists, counter sales representatives, and others who have one-on-one interaction with the clientele.
In psychology, several studies have demonstrated the linkage of mood state of an individual to helping behavior. In one study, known as the dime study (Isen, A. M., & Levin, P. F., 1972) good feeling was induced in some subjects by the discovery of an unexpected dime in the coin return slot of a pay telephone. Other subjects did not find the dime. As the subjects left the telephone booth, a young woman was made to drop some papers she was carrying. Of those who found a dime, 88% helped the young woman, whereas less than 1% of those who did not find the dime helped the woman.
In another famous study (John M. Darley, & C. Daniel Batson, 1973), subjects were asked to walk from one building to another to deliver a talk to a group of people. High, moderate and low stress was induced in the subjects by asking them to really hurry, hurry a bit, and not hurry at all. On their way, an actor (victim) was made to sit slumped on the floor, head down, coughing and groaning as they passed by. Of those in little hurry, 63% offered help to the victim, of moderate hurry, 45% offered help, and only 10% of those in great hurry offered to help the victim.
The reason is that when we are stressed, we become self-focused. We are just not that interested in others. Whereas, when we feel good, the milk of human kindness flows.
A stressed-out customer-facing employee cannot be expected to deliver a satisfactory experience to a customer, which can compel the customer to visit a rival establishment in hopes of better service.
Training programs related to psychological health can enable customer-facing staff to develop resilience from stress, maximize potential at work and experience more positive emotions in life in general. Good psychological health of customer-facing staff could go a long way in helping employers in the retail and hospitality industries build better and stronger relationships with their customers.