The Physical Effects of Great Service

As we were browsing our morning Metro, we spied a spread by Amex on customer service which had some very interesting statistics indeed. They found that great service causes a chain of positive physical reactions to take place throughout the body - including:

As we were browsing our morning Metro, we spied a spread by Amex on customer service which had some very interesting statistics indeed. They found that great service causes a chain of positive physical reactions to take place throughout the body – including:

  • 83% of people had an increased electrodermal response – or perspiration level
  • 68% had a reduced breathing rate, due to a decrease in their anxiety and stress levels
  • 74% felt their heart rate increase

That’s not to mention the pupil dliation, neurochemical reactions and increased blood pressure which all followed brilliant customer service.

What’s even more interesting about this is that, in comparison to other pleasurable experiences, receiving great service ranked surprisingly highly, at 63% – above witnessing a natural wonder (61%) and just below your sports team winning (67%) and being reunited with a close friend (68%).

The reason behind this kind of visceral reaction is apparently down to expectation. According to neuroscientist Dr. Jack Lewis, ‘we don’t always experience great service on a regular basis so, when we get good service unexpectedly it will make us really, really happy.’

We’ve touched on the fact that great service leads to happiness before, in this post – but it’s great to see the science to back it up. And the fact that a random act of customer service can outperform witnessing one of the great wonders of the natural world bears a lot of weight in the world of experiential – where the element of surprise is often a key part of the campaign.

If great service can generate such a strong reaction on a day-to-day basis, then the combination of brilliant people with great samples, or unexpectedly cool experiences, has to be even better. It’s the logic that lies at the root of experiential marketing – and this study proves that the delivery of a product is just as important as the product itself.

With this in mind, it’s really important to guarantee the right people are delivering your customer experience – because poor service can cause a campaign to fall at the final hurdle. We’re always very aware that we’re being entrusted with the most important part of the journey – the consumer’s first interaction with the product – which is why our book is full of the very best promotional staff in the business.

It’s also why we were founded, way back in 2004. Our whole business model is formed around making the face-to-face interaction memorable, delivering a great brand experience and brilliant customer service. In short, we’re in the business of conveying your brand in the way you expect it to be – and now we’ve got the studies to prove that, done properly, it’s more pleasurable than witnessing a natural wonder!

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Posted by

Phil Edelston