Walk A Mile in Their Shoes: Perspective-Taking as an Intervention for Difficult Customer Interactions

Abstract

An important gap in the customer mistreatment literature is understanding how employees’ affective reactions can be modified to decrease negative affective reactions. The current study draws from affective events theory to examine how customer-focused perspective-taking, or employees taking the customer’s point of view, can modify employees’ affective reactions to customer mistreatment. Withholding customer compensation was examined as an outcome of customer-focused perspective-taking, and anger and empathy were examined as mediators. A two-group (customer-focused perspective-taking: yes or no) experimental design examined the between-subjects effect of customer-focused perspective-taking among 128 frontline managers. The results indicate mediation of anger and empathy between perspective-taking and customer compensation, supporting customer-focused perspective-taking as an intervention to help employees maximize service delivery. The most important theoretical contribution of the article is showing that by interrupting the affective events theory process at a within-person level, affective reactions and episodic performance can be modified when reacting to customer mistreatment.