Uplevel Your CX by Overcoming Unsafety and Mistrust
In recent years, people have been feeling more and more unsafe and less trusting of others. This can be looked at from different angles, each giving us a different understanding of why this is happening and what it means. From a sociological point of view, the breakdown of traditional social structures and the rise of global connections have made people feel more at risk. Psychologically, being constantly exposed to threats, whether real or not, has made people more anxious and less likely to trust others. From a philosophical perspective, this growing sense of unease challenges basic ideas about society, institutions, and human relationships, making us rethink what it means to live in a world where trust isn’t guaranteed.
These different angles help us understand the deep-rooted issues behind these widespread feelings of insecurity and mistrust in modern life.
Even though this is an extremely broad topic with several influential and interconnected factors, I have chosen a few critical ones below as I personally see them:
1) Increased Exposure to Negative Events: With the rise of social media and 24/7 news cycles, people are constantly exposed to reports of crimes, accidents, scandals, and other negative events. This continuous exposure heightens perceptions of danger and erodes feelings of safety.
2) Data Breaches and Cybersecurity Threats: The digital age has brought numerous conveniences, but it has also led to increased risks related to data breaches and cybersecurity. High-profile cases where personal information is stolen or misused contribute to a sense of vulnerability and mistrust in both companies and technology.
3) Economic Uncertainty: Economic instability, such as job insecurity, income inequality, and fluctuating markets, can create a sense of unease. When people feel financially insecure, their trust in institutions, including businesses and governments, tends to decline.
4) Decline in Trust in Institutions: Scandals and failures in key institutions, including government, media, and large corporations, have contributed to a general erosion of trust. Corruption, misinformation, and unethical behavior within these institutions make it harder for people to feel safe and confident in the systems meant to protect them.
5) Social Fragmentation: As communities become more fragmented, people often feel isolated and disconnected. The decline of traditional community structures and face-to-face interactions reduces the social bonds that foster trust and a sense of safety.
6) Misinformation and Fake News: The spread of misinformation and fake news online creates confusion and fear. When people are unable to distinguish between reliable and unreliable sources of information, it undermines trust in both information and the institutions that provide it.
7) Rapid Technological Change: The pace of technological advancement can create a sense of uncertainty. As new technologies emerge and disrupt traditional ways of life, people may feel uneasy about the future, leading to a lack of trust in these innovations and the entities behind them.
8) Political Polarization: Increasing political polarization has led to heightened mistrust between different groups within society. When people feel that their values are under threat or that their leaders are not representing them fairly, this erodes trust in the political system and in each other.
All these things add up to make people feel less safe and more suspicious of others, whether it’s companies, governments, or even their neighbors.
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This makes it harder to trust each other and easier to lose that trust. It doesn’t just affect our social lives, but it also has a big impact on how companies and their customers relate to each other:
1) Increased Awareness of Risks: As information becomes more accessible, people are more aware of potential dangers and risks, whether they relate to data breaches, product safety, or corporate ethics. This heightened awareness makes individuals more cautious and skeptical about the companies they interact with.
2) Mistrust in Institutions: There has been a general decline in trust in institutions, including businesses, due to repeated instances of scandals, unethical behavior, and perceived dishonesty. When companies fail to meet ethical standards or are seen as prioritizing profit over customer well-being, trust erodes.
3) Impact on Customer Relationships:
§ Loyalty: Trust is a key component of customer loyalty. When customers feel uncertain about a company’s integrity or safety, they are less likely to remain loyal and may seek alternatives.
§ Engagement: A lack of trust can lead to reduced customer engagement. People are less likely to engage with a brand, share personal information, or invest in long-term relationships if they are unsure of the company’s reliability.
§ Reputation: Companies that are perceived as untrustworthy face reputational damage, which can be difficult to recover from. This impacts their ability to attract new customers and retain existing ones.
4) Increased Scrutiny: Customers today demand transparency and accountability. They scrutinize companies more closely, looking for any signs of dishonesty or unsafe practices. This increased scrutiny means that companies must work harder to earn and maintain trust.
5) Evolving Expectations: As societal expectations evolve, companies are expected to go beyond just delivering a product or service. They are now expected to contribute positively to society, demonstrate ethical practices, and prioritize customer safety. Failure to meet these expectations can lead to a loss of trust.
Overall, the lack of safety and trust can lead to a breakdown in the relationship between companies and customers, making it more challenging for businesses to build and maintain strong, lasting connections with their audience.
And that’s where the Polyvagal Theory comes in as understanding it can help you to reduce the impact of this growing scenario in your organization. The Polyvagal Theory, introduced by Dr. Stephen Porges in the 1990s, gives us some deep insights into how our nervous system is connected to the way we interact with others.
It’s all about how our body’s automatic responses influence how we handle stress and connect with people.
This theory is super important for businesses that want to improve how they treat their customers, as it helps create spaces that promote positive interactions and emotional safety.
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What is the Polyvagal Theory?
The Polyvagal Theory centers around the vagus nerve, the tenth cranial nerve, which plays a crucial role in regulating the autonomic nervous system. This nerve is a key player in how we respond to stress and interact with others. The Polyvagal Theory describes how the ANS, which controls involuntary physiological functions, is divided into three distinct pathways that respond to different levels of safety and threat:
Ventral Vagal Complex (VVC)
Function: The VVC is linked to the “rest and digest” state and is responsible for feelings of safety, social engagement, and calmness. When this system is active, our heart rate slows, our breathing becomes more relaxed, and we feel connected to others.
Social Engagement: This state supports social behaviors such as making eye contact, listening, and communicating. The VVC helps us to feel safe in social situations, promoting positive interactions and emotional well-being.
Physiological Impact: The VVC influences heart rate, facial expressions, and vocalization. It allows us to engage socially and connect with others by regulating our facial muscles, voice, and even the way we listen.
Sympathetic Nervous System (SNS)
Function: The SNS is responsible for the “fight or flight” response, which prepares the body to face perceived threats. This state is characterized by increased heart rate, rapid breathing, and heightened alertness.
Response to Danger: When the SNS is activated, our body prepares to confront or flee from danger. This state can lead to aggressive behavior, anxiety, or hypervigilance, as the body gears up to protect itself.
Physiological Impact: The SNS increases heart rate, dilates pupils, and redirects blood flow to muscles.
Dorsal Vagal Complex (DVC)
Function: The DVC is linked to the “shutdown” response, which occurs when a threat is so overwhelming that the body essentially “freezes.” This state is associated with feelings of helplessness, numbness, and disconnection.
Responses to Danger: Freeze response, conservation of energy, disconnection, and/or shutdown.
1) Immobilization or Freeze Response
§ When the DVC is activated, the body may enter a state of immobilization, often referred to as the “freeze” response. In this state, a person may feel paralyzed, unable to move or speak, as the body shuts down in an attempt to protect itself.
§ Physiological Impact: This response is typically associated with a drop in heart rate and blood pressure, as the body conserves energy in the face of perceived overwhelming threat.
2) Conservation of Energy
§ The DVC also promotes a state of energy conservation by slowing down metabolic processes. This is a survival mechanism, particularly in situations where prolonged exposure to danger is expected, and conserving resources becomes vital.
§ Physiological Impact: In extreme cases, this can lead to fainting or a sense of dissociation, where a person mentally “checks out” from the situation as a way to cope with the distress.
3) Feelings of Numbness or Disconnection
§ Activation of the DVC can lead to emotional and physical numbness.
§ Physiological Impact: A person may feel detached from their surroundings, emotions, or even their own body. This can be a protective mechanism, helping them to endure situations that are too painful or overwhelming to process consciously.
4) Collapse or Shutdown
§ In the most extreme cases, the DVC can trigger a full collapse or shutdown of the body’s systems. This is seen in animals as a “playing dead” response, which can sometimes dissuade a predator from attacking further.
§ Physiological Impact: In humans, it may manifest as fainting, extreme fatigue, or an overwhelming sense of helplessness.
Applying Polyvagal Theory to Improve Customer Experience
Generating a sense of safety and trust in customers is crucial for enhancing their experience and fostering long-term loyalty. By applying the principles of the Polyvagal Theory, companies can create environments and interactions that promote feelings of safety, encourage social engagement, and build trust. Here are some ways this can be achieved:
Designing a Welcoming Physical and Digital Environment
The physical and digital environments in which customers interact with a company play a significant role in how safe they feel. According to the Polyvagal Theory, safety cues can activate the Ventral Vagal Complex (VVC), which is associated with calmness and social engagement.
1) Physical Spaces: In brick-and-mortar settings, companies can create a welcoming environment by paying attention to lighting, color schemes, and layout. Warm lighting, soft colors, comfortable seating, and organized spaces can help customers feel at ease. Spaces that are too crowded, noisy, or cluttered can trigger the Sympathetic Nervous System (SNS), leading to stress and discomfort.
2) Digital Spaces: For online interactions, companies should focus on creating user-friendly and intuitive digital experiences. Websites and apps should have clean designs, easy navigation, and clear instructions. The use of calming color palettes and responsive design can enhance the sense of safety. Clear communication and accessible customer support options are also essential in maintaining trust in digital environments.
Training Employees in Emotional Intelligence
Employees are the frontline in creating a sense of safety and trust. Training them in emotional intelligence can greatly enhance their ability to connect with customers on a human level.
1) Reading Cues: Employees trained in emotional intelligence are better equipped to read non-verbal cues, such as facial expressions, body language, and tone of voice, which are essential in understanding a customer’s emotional state. Recognizing when a customer is anxious or upset allows employees to adjust their approach, helping to soothe the customer and engage the VVC.
2) De-escalation Techniques: Teaching employees de-escalation techniques can prevent situations from triggering a customer’s SNS. For instance, calming language, a reassuring tone, and offering solutions rather than excuses can help move a customer from a state of agitation to one of calm.
3) Empathy and Patience: Empathy involves understanding and sharing the feelings of another. Employees who can empathize with customers’ situations and show patience are more likely to create a safe space for the customer, encouraging them to engage positively.
Encouraging Positive Social Interaction
Social engagement is a key component of the Polyvagal Theory. Companies can foster environments that encourage positive social interactions among customers and between customers and staff.
1) Community Building: Creating opportunities for customers to interact with each other, such as through social media groups, in-store events, or online forums, can foster a sense of belonging and community. This can help activate the VVC, promoting feelings of safety and connection.
2) Positive Reinforcement: Recognizing and rewarding positive customer behavior, such as loyalty or referrals, can strengthen the social bond between the customer and the company, further enhancing trust and safety.
Reducing Stressors and Friction Points
Identifying and minimizing stressors within the customer journey is crucial for keeping customers in a calm and engaged state.
1) Streamlining Processes: Long wait times, complicated checkout processes, or unclear instructions can activate the SNS, leading to frustration and stress. Streamlining these processes—through the use of technology, clear signage, or well-trained staff—can help maintain a sense of calm and ease.
2) Proactive Problem Solving: Addressing potential issues before they escalate is another way to reduce stress. For instance, if a company anticipates high call volumes, offering alternative support options such as live chat or a comprehensive FAQ section can prevent customer frustration.
3) Empowering Customers: Giving customers a sense of control over their interactions can reduce feelings of helplessness (associated with the Dorsal Vagal Complex, or DVC). For example, offering flexible payment options, the ability to self-manage accounts online, or clear choices in communication channels can empower customers and enhance their sense of safety.
Valuing and Responding to Customer Feedback
Actively seeking and responding to customer feedback shows customers that their opinions are valued and that the company is committed to improving their experience.
1) Feedback Mechanisms: Providing easy and accessible ways for customers to give feedback—whether through surveys, comment boxes, or social media—can make them feel heard and respected. This can reduce feelings of frustration or helplessness and promote a sense of safety.
2) Responsive Action: It’s not enough to just collect feedback; companies must also act on it. Showing customers that their feedback leads to real changes, such as product improvements or policy adjustments, reinforces trust and the idea that the company genuinely cares about their experience.
Personalizing Customer Interactions
Personalization is a powerful tool for building trust and fostering a sense of safety. When customers feel recognized and valued as individuals, they are more likely to engage positively.
1) Use of Names: Addressing customers by their names, whether in person, on the phone, or in digital communication, can activate the VVC by reinforcing social connection.
2) Tailored Recommendations: Offering personalized product or service recommendations based on past interactions or preferences shows customers that the company understands and values their needs. This can make them feel more secure and understood.
3) Empathetic Communication: Training employees to listen actively and respond empathetically to customers’ concerns is crucial. When customers feel heard and understood, it helps to shift them from a state of stress (SNS activation) to a state of calm and connection (VVC activation).
Ensuring Consistency and Transparency
Consistency and transparency are key to building and maintaining trust. When customers know what to expect, they feel more secure and are less likely to experience stress.
1) Consistency in Service: Delivering a consistent level of service across all touchpoints—whether online, in-store, or over the phone—reinforces a sense of reliability. Customers who can count on a predictable, positive experience are more likely to feel safe.
2) Clear Communication: Being transparent about policies, pricing, and processes helps to eliminate uncertainty. For example, clearly explaining the steps of a return process or how personal data is used can prevent customers from feeling anxious or confused, which might otherwise activate their SNS.
Conclusión:
In conclusion, the widespread feelings of insecurity and mistrust in contemporary life have a profound impact on society and business.
Understanding the root causes and their implications is crucial for addressing these challenges and improving customer experience.
The Polyvagal Theory provides valuable insights into the connection between the nervous system and social behavior, offering a powerful framework for improving customer experience in companies. By creating environments that promote safety, training employees in emotional intelligence, fostering positive social engagement, reducing stress triggers, and valuing customer feedback, companies can build stronger, more positive relationships with their customers. In turn, this can lead to greater customer satisfaction, loyalty, and business success.
So, shall we get that unsafety and mistrust out of the equation and establish more positive relationships?
#CustomerExperience , #BusinessEthics , #TrustAndSafety , #CXStrategy , #CX , #H2H , #TheH2HExperiment
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