Negative customer emotions can remain undetected in non-face-to-face interactions

What is it about?

Even when angry customers do not express their emotions verbally, the emotions are still visible to the firm's employees through non-verbal cues. However, in remote service delivery, when customers do not express their negative emotions verbally, the firm remains unaware of those emotions. We demonstrate that customers verbally express certain types of negative emotions, while they do not express certain other types of emotions. A firm needs to proactively understand the unexpressed negative emotions so that corrective actions can be initiated. We show that if this is not done, customers will stop using the products of the firm.

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Photo by Icons8 Team on Unsplash

Photo by Icons8 Team on Unsplash