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 am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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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