{"id":11455,"date":"2017-07-03T16:05:59","date_gmt":"2017-07-03T16:05:59","guid":{"rendered":"http:\/\/www.customerservicemanager.com\/?p=11455"},"modified":"2017-07-06T19:02:13","modified_gmt":"2017-07-06T19:02:13","slug":"respect-courtesy-finding-out-what-they-mean-to-customers","status":"publish","type":"post","link":"https:\/\/www.customerservicemanager.com\/respect-courtesy-finding-out-what-they-mean-to-customers\/","title":{"rendered":"Respect & Courtesy: Finding Out What They Mean to Customers and Companies"},"content":{"rendered":"

What exactly is respect and how does it differ from courtesy? Find out in this article by Dr Laura Olcelli and Robert Ace.<\/strong><\/p>\n\"Team\n

Friday, 4 p.m. We are in our usual training room. Everybody\u2019s excited the working week is coming to an end.<\/p>\n

The moment we mention the topic of our current research and ask our group to complete a brief questionnaire, several delegates inevitably begin humming the popular 1967 tune: \u201cR-E-S-P-E-C-T \/ Find out what it means to me\u201d. It\u2019s all laughter. Thank you, Aretha Franklin!<\/p>\n

50 years later, we\u2019re still pondering on this powerful word and its true meaning: what is respect? How does it differ from courtesy? How much of both do we expect and give? And do men and women, young and less young share the same opinions?<\/p>\n

Lost in definition<\/strong><\/p>\n

We analysed the definitions given by a sample of 167 customer service agents of a UK Government Agency, and discovered that the distinction between \u2018respect\u2019 and \u2018courtesy\u2019 is not obvious.<\/p>\n

Courtesy<\/strong><\/p>\n

The concept of courtesy is straightforward and well understood. There are no doubts the first word that springs to mind when we think about courtesy is \u2018polite\u2019. This reflects the dictionary definitions of politeness, good manners (Collins), and the showing of politeness in one\u2019s attitude and behaviour towards others (OED).<\/p>\n\"Courtesy\n

Fig. 1.1: Word cloud for \u2018courtesy\u2019.<\/em><\/p>\n

Respect<\/strong><\/p>\n

When it comes to respect, things become more complicated.<\/p>\n

Overall, the delegates identified the main aspects of respect as treating others fairly, or understanding and appreciating others\u2019 opinions and views. These definitions are rather divergent from the actual meaning of attitude of deference, admiration, or esteem (Collins), or a feeling of deep admiration for someone or something elicited by their abilities, qualities, or achievements (OED).<\/p>\n\"Respect\n

Fig. 1.2: Word cloud for \u2018respect\u2019.<\/em><\/p>\n

Given the discrepancy between the actual and perceived meaning of respect, we also explored any differences in the definitions given by men and women.<\/p>\n

Some gender differences came to the surface: in the definitions given by women, there\u2019s a greater emphasis on words such as \u2018feelings\u2019, \u2018empathy\u2019 and \u2018listening\u2019, which are hardly readable on men\u2019s word cloud.<\/p>\n\"\"\n

Fig. 1.3: Word cloud for \u2018respect\u2019 from male staff.<\/em><\/p>\n\"\"\n

Fig. 1.4: Word cloud for \u2018respect\u2019 from female staff.<\/em><\/p>\n

This shouldn\u2019t come as a surprise: research has long shown that female brain is primarily hard-wired for empathy, and female communication tends to include more emotional references than male\u2019s (see, for example, the work of Simon Baron-Cohen and Anthony Mulac and associates). So it\u2019s understandable this is also visible in women\u2019s definitions of respect.<\/p>\n

Nonetheless, the core of the definition remains inaccurate \u2013 from both sides. Words that we\u2019d expect to read in the dictionary definition of respect, such as admiration for someone\u2019s skills, are virtually unmentioned. Some synonyms (like high-regard and appreciation) are present to a much lesser degree, especially in men\u2019s definitions.<\/p>\n

This is quite significant, especially when considering the implications: do internal customer experience and satisfaction measurements rely on our personal interpretation of the notions of respect and courtesy?<\/p>\n

Respect or courtesy?<\/strong><\/p>\n

We went on to examine what people say they\u2019d rather have from the companies they deal with every day.<\/p>\n

Our data reveal that respect is almost a third more desirable than courtesy, and this probably has to do with the widespread distorted interpretation of the concepts of respect and courtesy.<\/p>\n

But are there any variations between men and women, or in terms of age?<\/p>\n

Although both men and women in all age groups claim they\u2019d prefer to receive respect over courtesy, as graphs 1.2 and 1.3 show, courtesy becomes increasingly more desirable with age, for both sexes.<\/p>\n

What\u2019s more, on average across all age groups, courtesy is more significant for women (30%) than for men (23%).<\/p>\n

Interestingly, while 18-to-24-year-old men disclose a strong preference for respect (94%), women over 45 years of age score the highest percentage on want for courtesy (47%).<\/p>\n\"Graph\n\"Graph\n

A generational gap seems to emerge: young people are not overly concerned with good manners, and would rather have their opinions recognised and appreciated. This is particularly evident in young men. However, the older generations are not willing to completely give in: women in particular still expect and appreciate good manners.<\/p>\n

What can companies learn?<\/strong><\/p>\n

In today\u2019s increasingly competitive market place, there\u2019s more pressure than ever on providing an excellent customer service, increasing sales, and reducing complaints. All of this links to a greater discourse on loyalty, trust, and of course profitability.<\/p>\n

So what do these results on respect and courtesy mean for companies?<\/p>\n

Organisations might think courtesy and politeness are commercial imperatives. And indeed they are. But the discerning customers of the 21st century also want something else from the companies they deal with: R-E-S-P-E-C-T.<\/p>\n

In the 1960s, Aretha Franklin sang about respect \u201cFind out what it means to me\u201d. Today, we\u2019ve come to understand that, from a consumer\u2019s perspective, the denotation and connotation of respect don\u2019t correspond. For customers, respect also implies being treated fairly, listened to, and ultimately feeling that their opinions are being understood and valued.<\/p>\n

This highlights the need for companies to adapt the way they talk and write to the changing needs of modern customers, and to further tailor these to different sexes and age groups.<\/p>\n

About the Authors<\/strong><\/p>\n

Dr Laura Olcelli is a Learning & Development Professional, Researcher and Translator whose interests and publications encompass the fields of communication, languages and literatures. She has studied and worked across three continents, and she is currently a Training & Development Consultant at T2uk, the world\u2019s leading provider in the commercial application of Psycho-Linguistics.<\/p>\n

Robert Ace (BSc Hons, PGCE, MBA) was educated at Portsmouth, Oxford and Edinburgh Universities. He has experience across a broad range of industries including working with blue-chip companies in the Utilities, Media, Hospitality and Finance sectors. His areas of expertise include performance management, corporate training, and cultural change.<\/p>\n

To find out how Psycho-Linguistic strategies can enhance your corporate communication and improve your customer service, visit www.t2-uk.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

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