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When humanlike chatbots miss the mark in customer service interactions

When customers are angry, deploying humanlike chatbots can negatively impact customer satisfaction, overall firm evaluation, and subsequent purchase intentions. Why? Because humanlike chatbots raise unrealistic expectations of how helpful they will be. 

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Photo by Volodymyr Hryshchenko from Unsplash.com

Researchers from University of Oxford published a new paper in the Journal of Marketing that examines the use of chatbots in customer-service roles and finds that when customers are angry, humanlike chatbots can negatively impact customer satisfaction, overall firm evaluations, and subsequent purchase intentions.

The study, forthcoming in the Journal of Marketing, is titled “Blame the Bot: Anthropomorphism and Anger in Customer-Chatbot Interactions” and is authored by Cammy Crolic, Felipe Thomaz, Rhonda Hadi, and Andrew Stephen.

Chatbots are increasingly replacing human customer-service agents on companies’ websites, social media pages, and messaging services. Designed to mimic humans, these bots often have human names (e.g., Amazon’s Alexa), humanlike appearances (e.g., avatars), and the capability to converse like humans. The assumption is that having humanlike qualities makes chatbots more effective in customer service roles. However, this study suggests that this is not always the case. 

The research team finds that when customers are angry, deploying humanlike chatbots can negatively impact customer satisfaction, overall firm evaluation, and subsequent purchase intentions. Why? Because humanlike chatbots raise unrealistic expectations of how helpful they will be. 

The researchers conducted five experiments to better understand how humanlike chatbots impact customer service.

Study 1 analyzes nearly 35,000 chat sessions between an international mobile telecommunications company’s chatbot and its customers. Results show that when a customer was angry, the humanlike appearance of the chatbot had a negative effect on the customer’s satisfaction. 

Study 2 is a series of mock customer-service scenarios and chats where 201 participants were either neutral or angry and the chatbot was either humanlike or non-humanlike. Again, angry customers displayed lower overall satisfaction when the chatbot was humanlike than when it was not.

Study 3 demonstrates that the negative effect extends to overall company evaluations, but not when the chatbot effectively resolves the problem (i.e., meets expectations). More than 400 angry participants engaged in a simulated chat with a humanlike or non-humanlike chatbot and their problems were either effectively resolved or not during the interactions. As expected, when problems were not effectively resolved, participants reported lower evaluations of the company when they interacted with a humanlike chatbot compared to a non-humanlike one. Yet, when their problems were effectively resolved, the company evaluations were higher, with no difference based on the type of chatbot.

Study 4 is an experiment with 192 participants that provides evidence that this negative effect is driven by the increased expectations of the humanlike chatbot. People expect humanlike chatbots to be able to perform better than non-humanlike ones; but those expectations are not met, leading to reduced purchase intentions. 

Study 5 shows that explicitly lowering customer’s expectations of the humanlike chatbot prior to the chat reduces the negative response of angry customers to humanlike chatbots. When people no longer had unrealistic expectations of how helpful the humanlike chatbot would be, angry customers no longer penalized them with negative ratings. 

The researchers say that “Our findings provide a clear roadmap for how best to deploy chatbots when dealing with hostile, angry or complaining customers. It is important for marketers to carefully design chatbots and consider the context in which they are used, particularly when it comes to handling customer complaints or resolving problems.” Firms should attempt to gauge whether a customer is angry before they enter the chat (e.g., via natural language processing) and then deploy the most effective (either humanlike or not humanlike) chatbot. If the customer is not angry, assign a humanlike chatbot; but if the customer is angry, assign a non-humanlike chatbot. If this sophisticated strategy is not technically feasible, companies could assign non-humanlike chatbots in customer service situations where customers tend to angry, such as complaint centers. Or companies could downplay the capabilities of humanlike chatbots (e.g., Slack’s chatbot introduces itself by saying “I try to be helpful (But I’m still just a bot. Sorry!” or “I am not a human. Just a bot, a simple bot, with only a few tricks up my metaphorical sleeve!”). These strategies should help avoid or mitigate the lower customer satisfaction, overall firm evaluation, and subsequent purchase intentions reported by angry customers towards humanlike chatbots.

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Want to be more productive at work? Show your boss this study

Sit-stand desks, also known as height-adjustable desks or standing desks, promise a healthier way to work, giving employees the flexibility to alternate between sitting and standing throughout the day.

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By Zaid Elayyan
Texas A&M University Division of Marketing and Communications

Every workday is a negotiation between our bodies and our jobs. Sit too long, our backs and necks protest; stand too long, our feet might have something to say about it. 

Sit-stand desks, also known as height-adjustable desks or standing desks, promise a healthier way to work, giving employees the flexibility to alternate between sitting and standing throughout the day.

Now, new research suggests these desks may be giving employees, and employers, another benefit beyond ergonomics and well-being: productivity.

Drawing on data from more than 10,000 employees, researchers at Texas A&M University found that workers who used sit-stand desks averaged 43 additional minutes of active computer use each day compared with those using regular desks, a difference that could translate to nearly $9,000 in annual productivity per employee.

The study, published in Theoretical and Applied Ergonomics, was co-led by Texas A&M School of Public Health professor Dr. Mark Benden and U.S. Army Public Health Command Region, West, Regional Ergonomist Dr. Tricia Salzar.

The findings suggest that the physical workspace may be a powerful, often overlooked, influence on employee well-being, productivity, and even a company’s overall performance.

“The design of the workplace itself can be a powerful driver of human health and performance, including better engagement, productivity and organizational success,” Benden said.

‘The workplace effect’

When organizations look to boost performance and productivity, they turn to new technologies, training programs and management strategies. But another powerful influence may be hiding in plain sight: the physical workplace itself.

“It’s what we call the ‘workplace effect,’” Benden said. “The direct impact that the physical work environment has on the behavior, health, psychological well-being, and even engagement and performance of employees.”

Sit-stand desks are a striking example of the workplace effect. Rather than locking employees into a single position for hours at a time, they give workers the flexibility to sit, stand and move throughout the day, as tasks and energy levels shift.

“It can have a profound effect,” Benden said. “Alternating between different working positions promotes better health outcomes by reducing physical strain and encouraging movement for those who might otherwise spend most of their workday sedentary.”

But the benefits may extend beyond physical health. Benden and Salzar’s new research shows that sit-stand desks can also have a substantial impact on productivity.

“It has a cumulative, positive effect for both employers and employees,” Benden said.

For employees, height-adjustable desks could lead to sustained energy and longer stretches of focused work. For employers, the higher work productivity could translate into a nearly $9,000 return on investment per employee annually.

“The implications are hard to ignore,” Benden said. “When we design workplaces around employees and their needs, better health, better performance and better organizational outcomes follow.”

The takeaway? Investing in the physical workplace, like height-adjustable desks, isn’t just good for employee comfort and health; it could be good for business, too.

10,000 workers, one story

To test whether sit-stand desks could influence work output and productivity, Benden and his colleagues stepped out of their labs and turned to the real world, using a resource few ergonomics studies can match.

“We analyzed a huge dataset of more than 10,000 workers over a yearlong period, comparing the total computer use of traditional desk users and height-adjustable desk users,” Benden said.

The records paired employee comfort surveys with a digital trail of workplace activity, tracking everything from keystrokes and words typed to mouse clicks and typing errors, all to paint a detailed picture of how employees interacted with their computers throughout the workday.

“It was important that we collected subjective measurements, like employee survey responses of their comfort and objective measurements of computer activity through software, to analyze how people engaged with their work,” Benden said.

The team found that workers with sit-stand desks averaged 3.66 hours of active computer time, compared with 2.95 hours among regular-desk employees — a gap of about 43 minutes a day.

That might not sound like much, but over a year it adds up to roughly 171 additional hours, or more than four 40-hour workweeks.

And those additional hours come with a practical price tag, too.

Multiplying the 171 additional hours by a standardized hourly wage of about $52, the researchers estimate that sit-stand desks could generate nearly $9,000 in potential annual productivity value per employee.

“Our findings were exciting because they suggest that height-adjustable desks can directly influence overall work output and economic organizational productivity,” Benden said.

The researchers also found that employees using sit-stand desks generally typed more words and logged more keystrokes than their counterparts at non-adjustable desks.

“The data showed that people aren’t just engaging with their work, they are producing output in a meaningful way,” Benden said.

For Benden, the findings open the door to broader questions about the future of organizations, focusing on another force rapidly reshaping the modern workplace.

“Artificial intelligence is becoming increasingly integrated into daily work,” Benden said. “Just as we’ve studied how the physical environment affects human health and performance, we’re interested in understanding how emerging AI technologies could influence the physical workspace and outcomes of organizations.”

From adjustable desks to emerging technologies, the underlying question remains the same: how can organizations design environments and systems to better support the people who use them?

“The next breakthrough may not come from working harder, but from designing workspaces and systems that help people work smarter and more efficiently,” Benden said.

The story told by the more than 10,000 employees is that the desk may be doing far more than just holding up your computer.

Built around people

For Benden, sit-stand desks represent more than an ergonomic innovation. They’re part of a lifelong passion to understand how workplaces can be designed to better support employee well-being and organizational success.

“We spend a lot of time at work,” Benden said. “It’s my passion to make sure that workers feel supported in their workplace, built on informed and guided scientific evidence.”

A former Army Reserve officer, engineer, healthcare professional, inventor and world-renowned researcher, Benden has spent decades studying the complex relationship between people and the environments in which they work.

Today, he serves as director of the Center for Worker Health, where engineering, management and technology converge and harmonize in an interdisciplinary symphony of research, innovation and education, each playing its own tune in service of a shared mission to improve the lives of workers.

“The Center partners with industry nationwide, to develop innovative, impactful systems and practices that have a direct effect on worker health and efficiency,” Benden said. “We also train students and give them the platform to be as creative as possible to turn new ideas into impactful applications.”

So, the next time you find yourself slumping in your chair at 3 p.m. with an aching back, don’t just reach for another cup of coffee, because the verdict is in: show this study to your boss. Your back — and your company’s bottom line — will thank you. 

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Tech & Innovation

Should emojis be used in workplace communications?

Messages with no emojis were clearly the winner, making the sender appear more competent and professional.

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When people interact in person, subtle signals like facial expressions, body language and tone of voice play a crucial role in communicating intent and meaning, whereas written communications lack these non-verbal cues and can lead to misinterpretation or assumptions. The advent of emojis became a popular tool to provide context to written messages and they work in many settings. But how are they perceived in workplace communications?  Not so well.

Researchers from the SUniversity of Ottawa examined how emojis impact perceptions of competence and appropriateness for those who utilize them in professional settings. For this small-scale study, participants read workplace instant messages that varied in tone and emoji use.

Key findings

Here is what the researchers found:  

  • Messages with no emojis were clearly the winner, making the sender appear more competent and professional.
  • Positive emojis enhanced impressions when paired with a neutral or positive message.
  • Negative emojis were consistently considered inappropriate for workplace communication as they made senders seem less competent, especially when the message itself was already positive or neutral.
  • Gender dynamics were at play as women judged negative messages from other women more harshly than negative messages from men, rating them as less appropriate.

“This study highlights the importance of being mindful about the potential impact of emojis on professional interactions,” writes lead author Erin L. Courtice from the School of Psychology at the Faculty of Social Sciences at uOttawa. “Emojis are not simply neutral add-ons to text messages; they can influence how others perceive us, particularly in terms of competence and appropriateness. By understanding the nuances of emoji use, professionals can leverage these digital tools to enhance their communication and build stronger workplace relationships.”

Emojis are not a salvo for covering up errors

Positive emojis do not soften bad news or critical feedback – instead, they may create a sense of dishonesty and insincerity when used in a negative message. Negative emojis should generally be avoided because they produce low perceptions of overall competence even if the crux of their meaning is clear and understood in an appropriately framed message.

Researchers found that employing an emoji is not always beneficial: for example, adding a positive emoji to a positive sentence did not increase a perception of appropriateness. The tone of the message was seemingly more important, as mixed signal messaging can potentially affect an employee’s willingness to collaborate on future projects and affect professional trust.

“Future research should consider how emojis function within broader communication patterns, examining outcomes such as conversation flow, rapport building, conflict resolution, and team cohesion in digital workplace environments,” writes Courtice, who collaborated with professor Isabelle Boutet whose research program studies both how humans analyze social cues conveyed by faces, and how digital communication is enhanced by emojis to communicate emotions and social traits.

The full research team included: Erin L. Courtice, Megan Lawrence, Charles A. Collin, and Isabelle Boutet.

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Tech & Innovation

Augmented reality menus may help restaurants attract more customers, improve brand perceptions

AR menus can significantly increase customers’ interest in visiting a restaurant and may result in more positive word-of-mouth marketing, when compared to printed or QR-code menus.

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Restaurants looking for new ways to engage and inform customers may benefit from incorporating augmented reality (AR) technology into their menus, according to new research from Washington State University.

The study, published in the International Journal of Hospitality Management, finds that AR menus can significantly increase customers’ interest in visiting a restaurant and may result in more positive word-of-mouth marketing, when compared to printed or QR-code menus.

Led by Soobin Seo, professor of hospitality business management at the Carson College of Business, the research examined whether AR could enhance how restaurants present farm-to-table information — details about where ingredients are sourced and how food is produced.

“Consumers increasingly want transparency about where their food comes from, but the way that information is presented really matters,” Seo said. “Augmented reality allows restaurants to share that information in a more vivid, interactive and engaging way.”

The research included two experimental studies designed to reflect how diners encounter menus in real restaurant settings. In the first study, participants viewed one of three menu formats at a simulated local restaurant: a traditional printed menu, a QR-code menu, or an AR menu. The AR menu allowed users to see a three-dimensional food item through their smartphone and tap individual ingredients to learn where they were sourced.

Participants in the study indicated higher intention to visit a restaurant after viewing the menus using AR, and a greater likelihood of sharing the information with others —compared to when they viewed standard menu formats. Participants also reported feeling more immersed in the experience and believed they learned more about the food and where it comes from.

“These immersive experiences help people pay closer attention and feel like they’re actually learning something,” Seo said. “That combination appears to drive stronger interest in the restaurant itself.”

A second study explored how AR menus might work in chain restaurant settings comparing Panera Bread and McDonald’s, where brand perceptions vary widely. Researchers compared consumer responses to AR-based farm-to-table information presented by brands with healthier reputations (e.g. Panera Bread) and those typically viewed as less healthy (e.g. McDonald’s).

While AR menus improved perceptions across both brands, McDonald’s experienced a larger increase in perceived healthiness and visit intentions than Panera Bread.

“When expectations are low, transparent and interactive information can have an outsized impact,” Seo said. “For brands that aren’t typically associated with farm-to-table practices such as fast-food restaurant chain brands, AR disclosures may help offset negative perceptions.”

The study also found that the effectiveness of AR menus is somewhat influenced by how well the technology aligned with a restaurant’s overall brand image, highlighting the importance of “strategic fit” when adopting new technologies, said Seo.

Although AR menus are still relatively uncommon in the restaurant industry, Seo said the technology is becoming more accessible and feasible, even for independently owned restaurants.

“There are already low-cost tools restaurants can use to experiment with augmented reality,” she said. “This isn’t just about being flashy. It’s about providing meaningful information in a way that feels engaging and responsible.”

Beyond marketing benefits, the researchers suggest AR menus could encourage more sustainable practices by motivating restaurants to be more transparent about sourcing and to strengthen relationships with local producers.

“This is a potential win for restaurants, consumers and communities,” Seo said. “It shows how emerging technology can support sustainability while also enhancing the dining experience.”

In addition to Seo, co-authors include Jiyoon (Jennifer) Han, assistant professor of hospitality and tourism management at the Isenberg School of Management at the University of Massachusetts Amherst, and Elizabeth Howlett, professor of marketing at WSU.

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