In last week’s Capsule we wrote about the costs of Incivility to workers. But there is yet another group for whom incivility has a negative impact: customers.
Studies conducted by Georgetown business professor Christine Porath with marketing professors Deborah MacInnis and Valerie S. Folkes at USC found that people were less likely to patronize a business that has an employee they perceived as rude--whether the rudeness was directed at them or at other employees. “Witnessing a short negative interaction leads customers to generalize about other employees, the organization and even the brand,” writes Porath.
Why is respect, or disrespect, such a powerful motivator? Because even brief interactions affect our view of how others see us, which in turn can shape how we define ourselves. A smile, an acknowledgment, the sense that we are being heard can uplift us, while rude, dismissive behavior can leave us feeling devalued.
Sadly, Porath’s research shows incivility has soared over the past two decades: 25 percent of those surveyed in 1998 reported being treated rudely at work at least once a week. That rose to nearly 50 percent in 2005, and over 50 percent in 2011. Imagine how much lost employee and customer goodwill that adds up to! It’s time to reverse the trend, starting with identifying small moments when a slight change in demeanor can raise people up instead of bringing them down.
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