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Research Roundup

By: Nathaniel Tok, Peak Associate   Customer satisfaction affected by use of pronouns SFU Business professor Brent McFerran believes that customer service training is teaching staff the wrong way to address customers.      McFerran’s study, published in the Journal of Marketing Research, with data from lab experiments and companies, analyzes the use of pronouns in affecting customer perception of customer service interactions. The study finds that customer services representatives (CSRs) who use “I” instead of “we” lead customers to feel that the CSR understands them and is helping them.      In contrast, current practices have CSRs talking to customers using…

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