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 included professionals from the health, food services, education, retail, transportation, among others sectors, highlighting the relevance of the topic.
The results reveal that it is not enough to prepare employees to offer good service; It is equally crucial to train them to deal with negative and abusive customer interactions.
Researchers from the Perceptyx Center for Workforce Transformation identified concerning consequences for professionals facing rude clients. Compared to those who do not go through such experiences, these employees exhibit:
- 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 say 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.
Furthermore, nearly two-thirds of respondents stated that they needed a manager’s intervention to deal with abusive clients, resulting in additional impacts on team productivity and morale. The study also revealed that more than half of workers who faced aggressive customers also experienced discrimination or prejudice, a rate 2.7 times higher than other professionals. This suggests that at least part of the hostile behavior of customers originates from discriminatory attitudes.
Retail workers are the most affected
Although difficult interactions with clients are common in various fields, the study indicates that retail workers are among the most vulnerable. These professionals often deal with frustrated consumers who vent their emotions on the attendants. Sectors such as public utility services (energy and water), gas station assistance, and customer support services are particularly exposed to these exhausting interactions.
Often, these services are perceived negatively by consumers, who, adding up their daily frustrations, end up taking it out on the attendants. This reality highlights the need for changes in the management and training strategies of these professionals.
How to protect your team?
For decades, companies have heavily invested in training to improve customer service, adopting philosophies such as "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 in employees. Consumer behavior is constantly evolving, and this requires a rethinking of training techniques.
The use of standardized scripts and predefined responses is no longer sufficient. We are 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 needs to change too
Transformations in consumer behavior are profoundly impacting retail and other service sectors. Believing that a single service model can meet the expectations of such diverse audiences is a mistake.
As it involves an intangible aspect—emotions, perceptions, and feelings—preparing customer service teams becomes a challenge. Companies need to constantly update themselves, promoting debates, reviewing training, and implementing emotional support programs for their employees.
More than supporting the idea that “the customer is always right”, it is essential to train attendants to deal with different consumer profiles, offering them the necessary support to face daily challenges in a safe and balanced way.
