The Science Of ...

Data disappeared? Internet down? Bad service? On feeling 'customer rage'...

What is “customer rage”?

The Money Show’s Bruce Whitfield put the question to Professor Nicola Kleyn, Dean and Marketing Expert at the Gordon Institute of Business Science (Gibs).

It’s not merely dissatisfaction; how does it manifest?

Kleyn unpacked differences between emotion, expression and behaviour.

She shared examples; both local and from abroad.

People from different cultures express rage in different ways.

There’s a lot of research that compare Eastern and Western expressions of rage.

However, researchers haven't conducted many studies in Africa.

Kleyn spoke about “customer rage” in the South African context, with its unique nuances:

  • Is there a difference between rage as a customer and rage as a citizen?

  • How are wages and socioeconomics related with regards to customer rage?

  • Rage linked to perceptions of racism – between a customer and a company, and between customers.

Kleyn has advice on what a business can put in place to manage customer rage.

For more detail listen to the interview in the audio below.

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