A Perceptyx, a global leader in listening and analyzing employee feedback to improve the work environment, recently released the results of a survey conducted with 21,000 frontline employees. The study covered professionals in the healthcare, food services, education, retail, transportation, among other sectors, highlighting the relevance of the topic.
The results reveal that it is not enough to prepare employees to provide good service; it is equally crucial to train them to deal with negative and abusive interactions from customers.
Researchers at 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 actively seek 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 has affected their productivity for more than three days in the last week;
- 2.2 times more likely to report that work stress is impacting their physical health.
Furthermore, nearly two-thirds of respondents said they needed a manager’s intervention to handle abusive customers, resulting in additional impacts on team productivity and morale. The study also revealed that over half of the workers who faced aggressive clients also experienced discrimination or prejudice, a rate 2.7 times higher than other professionals. This suggests that at least some of the hostile customer behavior stems from discriminatory attitudes.
Retail workers are the most affected
While challenging interactions with customers are common in various areas, the study points out 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 utilities (energy and water), fuel stations, and customer support services are particularly exposed to these taxing interactions.
Many times, these services are negatively perceived by consumers, who, adding their daily frustrations, end up taking it out on the attendants. This reality highlights the need for changes in the management strategies and training of 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 the extreme, 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, requiring a reformulation 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 must change as well
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 misconception.
Being an intangible aspect – involving emotions, perceptions, and feelings – training service teams becomes a challenge. Companies need to constantly update themselves, promoting discussions, reviewing training, and implementing emotional support programs for their employees.
More than just upholding the idea that “the customer is always right,” it is essential to empower attendants to deal with different consumer profiles, offering them the necessary support to face daily challenges safely and balanced.
