Home About IUP Magazines Journals Books Amicus Archives
     
A Guided Tour | Recommend | Links | Subscriber Services | Feedback | Subscribe Online
 
Advertising Express Magazine:
Emotional Labor and Customer Service
:
:
:
:
:
:
:
:
:
 
 
 
 
 
 
 

In todays business environment, services are no longer value additions that help differentiate products, but brand drivers in their own right. Understanding the significance of services to the branding efforts, corporates have set down certain rules and regulations that contribute to strengthening their brand image. Employees, especially customer representatives, are the interface between corporates and their customers and should, therefore, follow these rules. This article looks at emotional labor that customer representatives perform in handling customer aggression and the issues and consequences thereof.

 
 
 

One of the most elemental responses hardwired into the human brain is the flight or fight response. It developed in all animals as a means of survival and is present in the primitive part of our brains. It is triggered when the organism is faced with a threat. Threats could originate from inanimate as well as animate sources. For instance, we construe a car speeding towards us as a possible threat; we also look on a burning building as a threat. Similarly, we perceive a lion as a possible threat; we also look on an angry superior as a threat.

In all these examples, there is another feature that can be inferred. The level of the threat varies with its immediacy. In the first case, a speeding car that is some distance off is identified as a possible source of danger. When the same car is close by it is identified as a serious threat. The same is true of the next two. If we are trapped inside the burning building or facetoface with a lion, we feel threatened. However, if we are a safe distance away, the feeling of being threatened is mitigated. The last case is slightly different from the others in that, we do not see the angry superior as a physical threat but as someone who can have an adverse impact on our career and livelihood.

The cavemen of old had to face very tangible threats like wild animals or inclement weather just like the threats mentioned in the first three examples. It is only modern man who has to face intangible threats like that mentioned in the final example. Primed by the flight or fight response, early man was able to decide how to face the threat. If it seemed manageable, the response was fight. If it seemed unmanageable, the response was flight. In both the cases, however, the physiological responses were identical.

 
 
 

Advertising Express Magazine, Emotional Labor, Business Environment, Customer Service Employees, Verbal Aggression, Emotional Labor, Decision Making Process, Top Level Management, Service Organizations, Decision Making Process, Empowering Employees, Emotional Contagion, Service Sector, Emotional Regulation.