Perceptyx, a global leader in employee feedback listening and analysis for workplace improvement, recently released the results of a survey conducted with 21,000 frontline employees. The study covered professionals from healthcare, food services, education, retail, transportation, and other sectors, highlighting the relevance of the topic.
The results reveal that it’s not enough to prepare employees to provide good service; it’s equally crucial to train them to handle negative and abusive interactions from customers.
Researchers from Perceptyx’s Center for Workforce Transformation identified concerning consequences for professionals who face rude customers. Compared to those who don’t experience such situations, these employees show:
- 1.3 times more likely to be actively seeking a new job;
- 1.9 times more likely to disagree that they work in a safe environment;
- 1.5 times more likely to disagree that the organization cares about their health and well-being;
- 1.5 times more likely to disagree that they are valued in the organization;
- 1.6 times more likely to feel uncomfortable reporting safety concerns;
- 1.8 times more likely to state that work stress affected their productivity for more than three days in the past week;
- 2.2 times more likely to report that work stress is impacting their physical health.
Additionally, nearly two-thirds of respondents said they needed a manager’s intervention to deal with abusive customers, generating additional impacts on productivity and team morale. The study also revealed that more than half of workers who faced aggressive customers also suffered discrimination or bias, a rate 2.7 times higher than other professionals. This suggests that at least part of customers’ hostile behavior stems from discriminatory attitudes.
Retail workers are the most affected
Although difficult customer interactions are common in various fields, the study points out that retail workers are among the most vulnerable. These professionals often deal with frustrated consumers who vent their emotions on service staff. Sectors like utility services (energy and water), gas station attendants, and customer support services are particularly exposed to these draining interactions.
Often, these services are perceived negatively by consumers, who, adding to their daily frustrations, end up taking it out on the attendants. This reality highlights the need for changes in management and training strategies for these professionals.
How to protect your team?
For decades, companies have heavily invested in training to improve customer service, adopting philosophies like ‘the customer is always right.’ However, when taken to extremes, these approaches can result in an organizational culture that prioritizes customer satisfaction at the expense of employee well-being.
If not addressed seriously, the psychological and emotional impacts of these interactions can lead to mental and physical health problems for employees. Consumer behavior is constantly evolving, and this requires a redesign of training techniques.
The use of standardized scripts and predefined responses is no longer enough. We’re dealing with a society composed of different generations, each with specific needs and expectations regarding service. Therefore, team training must be diversified, considering emotional, psychological, and behavioral aspects.
The customer has changed, and service must change too
Transformations in consumer behavior are deeply impacting retail and other service sectors. Believing that a single service model can meet the expectations of such diverse audiences is a mistake.
Because it involves an intangible aspect—emotions, perceptions, and feelings—preparing service teams becomes a challenge. Companies need to constantly update themselves, promoting discussions, revising training, and implementing emotional support programs for their employees.
More than sustaining the idea that ‘the customer is always right,’ it’s essential to train attendants to handle different consumer profiles, offering them the necessary support to face daily challenges safely and balanced.
