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Health See other Health Articles Title: Great service boosts sense of wellbeing When it comes to great service, a surprising new study finds it’s actually better to give than to receive. First of its kind research, using biometric and cognitive testing, reveals that people respond more powerfully to providing others with great service than receiving it themselves – though both spark positive reactions. The former, for instance, rates even higher in pleasure than being reunited with a close friend or seeing a favourite sports team win, while the latter falls beneath those events but above such things as witnessing a natural wonder and chatting with friends. “We all like to receive very good service. But I hadn’t anticipated that providing great customer service also makes you feel good in such a way that mimics the feel-good feelings you get when interacting with your friends,” said neuroscientist Gemma Calvert, founding partner of Neurosense, which conducted the research on behalf of American Express. The study, which draws on a two-phase research project, involved 1,620 adults across Canada, the U.K., Mexico and Australia. One wave relied on Brainlink software in which people’s “subconscious, immediate, gut-instinct responses” to service were measured using a platform that gauged reaction times to different visual targets. “What we measure is the strength of the association between good service and a range of 25 emotional attributes,” said Calvert. “So you can rank statistically, for example, with attributes like feeling comfortable, feeling calm, feeling excited, energized and so forth, which ones are most immediately triggered when you think about the concept of good service.” Eighty-four per cent of people showed an increase in positive attributes in response to providing good service, while 63 per cent of people saw such an increase in response to receiving good service. An additional wave used biometric testing to assess changes in perspiration, heart rate and breathing in response to videos depicting various service experiences. In 74 per cent of participants, researchers recorded a rise in heart-rate from a baseline of 76 beats per minute, on average, to 87 beats per minute when thinking about providing good service. Combined with the Brainlink data, Calvert said this suggests excitement as opposed to anxiety. Brett Mooney, a vice-president at American Express Canada, said the findings confirm and expand upon the company’s understanding of how service affects wellbeing. “We always knew there was a correlation, but the degree and the extent of the physiological and emotional impact was very exciting for us to see,” said Mooney. “This should be taken as a broader indication for all organizations that great service – giving, receiving – can have a positive impact on individuals’ lives.” mharris(at)postmedia.com Post Comment Private Reply Ignore Thread
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