Emotional Responses to Tech Support Differs Across Age Groups

In a recent post, Temkin Group analyzed 10 emotions that consumers feel after completing a number of different interactions. We decided to dig deeper into one of those interactions, getting tech support for a computer. We analyzed the emotional responses across different ages of consumers after that interaction and found that:

  • All ages of consumers are most likely to feel relieved
  • The next most frequent emotions are happy and frustrated

As you can see in the chart below:

  • 18- to 24-year-olds: While relieved is the most common emotion (37%), this group is more likely to feel frustrated, confused and worried than any other age group.
  • 25- to 34-year-olds: After relieved and happy (34%), this group is most likely to feel more appreciated than any other age group.
  • 35- to 44-year-olds: After relieved (44%), this group is most likely to feel happy. It is also the age group that is most likely to feel excited.
  • 45- to 54-year-olds: After relieved (43%), this group is most likely to feel confident, a feeling that it has more than any other age group.
  • 55- to 64-year-olds: After relieved (43%), this group is most likely to feel frustrated and happy.
  • 65-years-old or older: After feeling more relieved than any other age group (47%), this group is most likely to feel happy.

Consumer emotions after customer experience with technical support

Why is this important? Our research shows that emotion is the largest driver of customer loyalty. So companies must not only start talking about emotion, but they also need to develop unique approaches for dealing with different emotions across their customer segments.

The bottom line: It’s time to make customer emotion a top priority.

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

One thought on “Emotional Responses to Tech Support Differs Across Age Groups”

  1. Bruce, have you done a study of emotional responses to confusing and overly complex content? I’m a plain language expert, and I give presentations that include the point that we read with our emotions, and companies would do well to pay attention to that. I don’t work with marketing materials (designed to elicit emotions), but all the other (nerdier) content: code of ethics, terms and conditions, information about accounts, etc.

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