- Eye Opening
Customer service agents have taken to heart advice to say “you” as often as possible – and to eradicate using “I” – in the belief that these speech patterns are good for business. In this conventional wisdom–busting paper for the MIT Sloan Management Review, three Canadian marketing professors – Brent McFerrin, Sarah G. Moore and Grant Packard – overturn decades of customer service training by reporting on research that shows digital service agents’ use of the word “I” can significantly boost customer satisfaction and sales – while their use of “you” can backfire.
About the Authors
Canadian academics Brent McFerran, Sarah G. Moore and Grant Packard are associate professors of marketing at Simon Fraser University, the University of Alberta and Wilfrid Laurier University, respectively.
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