The Verbal Judo Approach in Demanding Customer Encounters

Abstract

This exploratory article focuses on increasing our understanding of demanding customer encounters, more specifically, detailing the use of the verbal judo (VJ) approach in such situations. It is an interpersonal technique predominantly used in police training in the U.S. The existing services marketing research provides limited guidance when encountering demanding customer situations, which tend to occur on a relatively regular basis in service companies. This study approaches the topic through qualitative one-to-one and focus group interviews. The empirical results clearly indicate that there exists a need for new approaches in demanding customer situations and that company procedures should be based on rigid and well-planned steps. The use of the VJ approach seems to increase personnel confidence and overall motivation. From a managerial perspective, VJ emphasises the importance of interpersonal communication and an empathetic service attitude. The study as a whole underlines the importance of developing our interpersonal skills so that communication should always take into account the situation and context in question. The authors suggest that further research should cover the communicative role of the customer and include the development of various demanding customer typologies.