Every week, Ken Peterson, President of QuestionPro CX, reflects on the importance of Customer Experience in real-world situations. This time, we will explore the significance of kindness and the key role employees play in delivering excellent customer experiences.
Positive reactions create positive reinforcement. Think about how we train dogs (or people, for that matter). Most psychologists (at least in my own made up study) say positive stimuli work better than negative stimuli – the carrot works better than the stick. In fact, evidence suggests it is plausible that a positive customer service experience can contribute to the release of endorphins in the customer for the following reasons:
- Positive Emotional Response: We know that good customer service will involve empathy, understanding, and problem-solving. These interactions can kick up those positive emotional responses, such as feelings of relief, satisfaction, and happiness. These types of positive emotions can stimulate the release of endorphins, which are the body’s natural “feel-good” chemicals. The customer feels better with the better experience.
- Stress Reduction: There are many types of customer service interactions that occur when people are experiencing problems or stress – even the simple act of going into a store can be stressful for some people. A positive and efficient resolution will help significantly reduce stress levels. Endorphins are also released in response to stress reduction, these act as mood elevators and natural pain relievers. A good customer service interaction that alleviates stress can contribute to endorphin release. The customer feels better with the better experience.
- Social Connection: Positive customer service often involves a sense of personal connection and feeling valued, both as a person and a customer. Within these social interactions, the body triggers the release of oxytocin, another “feel-good” hormone—this will also indirectly influence endorphin levels. The customer feels better with the better experience.
- Reciprocating Feelings: When customer service is delivered confidently, consistently, and in a positive manner, the customer will likely believe that the work environment is responsible for the way employees interact with customers. Research has shown that positive customer service interactions create pleasurable feelings. It has been demonstrated that both giving and receiving good customer service result in overall positive feelings.
The positive emotional state that can come about from a good customer experience will generally lead to the release of endorphins and feelings of well-being.
The Power of Kindness in Customer Service: A Memorable Experience
Earlier last week, I had one of those experiences. Because of the infrastructure where I live, I get my packages delivered to a local shipper’s retail franchise store. Many customers like me hope to go in and quickly get their packages. However, some days can be a struggle. To pick up the package, we are required to provide identification, hope that the package has already been sorted (if it has not been sorted yet, you can wait while they look through a pile of packages or come back the next day), then sign for the package. That first requirement usually results in arguments that can make long lines even longer.
I try to be understanding, I am happy that someone has to show identification for my package to walk out the door anyhow – so the policy enforcing that makes my wait longer, but I know I will end up with my package. You can see the frustration coming from some customers as a result, whether it is from the customer who does not want to produce identification or the customers who follow that grow impatient because “this should be a quick and easy process”.
I will always do my best to be cheerful, even as the employees have clearly hit their limit on patience by the time I get there on most days. A few times, the clerk behind the counter, checking my identification, will say, “I should know that name by now.” I know it is easy to recognize faces, but much harder to remember the names, especially last names, when you deal with the public so much. I let them know that I understand and appreciate even recognizing me.
With that, let me take you back to my experience last week. I was in a hurry, but destiny was not on my side. There was a line nearly out the door of the building. I was glad I had my phone to check messages and maybe kill some time catching up on news, sports and social media. I settled into line and smiled as I looked at the staff that was clearly having a rough day. I would normally ask what happened when I got to the front of the line as a part of friendly conversation and curiosity; however, I never made it to the front of the line.
I suddenly see a package being handed to me, with a quick “We got you” and a smile. All I could do was smile and say thank you. She flashed a smile and headed back to “the grind”. I did proclaim to those around me that this is a reason to love a local small business like this one and went on my way. A couple of days later, when I was there on a quieter day, I thanked her again. She stated that it was good to have regular customers, especially when they always ask nice questions before ‘demanding’ they be served. That made me feel good again. The smiles continue to move like a pile-up – in the best way.
Delivering a good customer experience requires employees who can deliver that experience. When that happens—even on the worst days—the endorphins can kick in for everyone participating in that transaction.
When I started in customer experience nearly three decades ago, my mentor, who brought me into the space, said it was good to be a part of making companies recognize that it can be a good business to be good to customers. That really should be the foundation of everything we do.
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