Linguistic Dissonance
Discover how everyday phrases can unintentionally harm customer interactions and learn effective communication strategies to avoid linguistic dissonance. By understanding the impact of language on customer experience, you’ll be better equipped to handle complaints and build stronger, more empathetic connections with your customers.
What Is Linguistic Dissonance Theory?
Linguistic dissonance happens when people struggle to understand each other because of differences in language, tone, or the way they speak. It can cause confusion or misunderstandings, making conversations feel awkward or frustrating. This often happens when words or phrases are used in ways that the other person isn’t familiar with, leading to a disconnect in communication.
What is an example of dissonance in communication?
An example of dissonance in communication is when someone uses technical jargon in a casual conversation, and the other person doesn’t understand. For instance, a doctor might use medical terms when talking to a patient who’s not familiar with them, leading to confusion and a feeling of disconnect between what’s being said and what’s understood. This mismatch makes the conversation feel off and can lead to misunderstandings.
Linguistic Dissonance in more detail
In the world of customer experience, communication is everything. Every word, tone, and phrase used in an interaction with a customer has the potential to either resolve a problem or escalate it further. One concept that is crucial to understand in this context is linguistic dissonance. This refers to the gap between the intended meaning of the words spoken by a customer service representative and the interpretation or emotional response of the customer.
Linguistic dissonance can occur when common phrases or colloquialisms, which are usually meant to be neutral or positive, are perceived negatively by customers, particularly those who are already emotionally charged. This misalignment in communication can lead to misunderstandings, dissatisfaction, and even loss of customer trust.
For customer experience (CX) professionals, understanding and avoiding linguistic dissonance is essential. It’s not just about what you say, but how it’s received by the person on the other end of the conversation. In this blog, we’ll explore what linguistic dissonance is, why it’s crucial to be aware of it, and provide three real-world examples where innocent phrases lead to unintended negative consequences.
The Importance of Understanding Linguistic Dissonance in Customer Experience
In customer service, the goal is to provide a seamless and positive experience that meets the customer’s needs while also building loyalty and trust. However, even the best intentions can go awry when linguistic dissonance enters the picture. When customers are upset or stressed, they are more likely to interpret words and phrases through the lens of their emotions. This can lead to situations where a phrase meant to be reassuring or neutral actually triggers a negative response.
For example, consider the phrase “No problem.” This is often used by customer service representatives as a way of saying that they are willing and able to assist the customer. However, to a customer who is already feeling frustrated or angry, the phrase “No problem” can come across as dismissive, as if the representative is downplaying the significance of the customer’s issue. The customer may think, “It is a problem for me, and you’re not taking it seriously.”
Understanding this dynamic is crucial for CX professionals. By being mindful of the potential for linguistic dissonance, they can adjust their communication strategies to avoid common pitfalls and ensure that their words are received in the way they are intended.
Example 1: “No Problem!”
Let’s take a closer look at the phrase “No problem!” and how it might escalate tension during a customer service interaction.
Imagine a customer who has been dealing with a significant issue, like a delayed delivery that has thrown their plans into disarray. The customer, already stressed and on edge, calls the company to voice their frustration.
Customer: “I ordered this item over a week ago! It was supposed to be here days ago, and now I’m completely stuck. I needed it for an important project, and I’m just… I don’t know what to do anymore!”
Call Handler: “Okay, that’s no problem!”
Customer: “No problem? NO PROBLEM?! It is a problem! I’ve been waiting for days, and you’re acting like it’s no big deal!”
In this scenario, the customer’s emotional state is already heightened due to the delay and the stress it has caused. When the call handler responds with “No problem,” it can feel like a slap in the face. To the customer, it sounds as though the call handler is downplaying the seriousness of their issue, which can come across as dismissive or indifferent. The phrase “No problem” can unintentionally convey a lack of empathy, making the customer feel invalidated and even more agitated. As a result, what might have been a manageable interaction could quickly escalate into an angry confrontation, all because the customer feels that their concerns are not being taken seriously.
Example 2: “Calm Down”
Another phrase that can lead to significant linguistic dissonance in customer service is “Calm down.” Though it might be intended to soothe an upset customer, it often has the opposite effect.
Let’s imagine a scenario where a customer has just discovered that they’ve been overcharged for a service, and they’re understandably furious. The customer calls in, their voice already raised, and begins to vent their frustration.
Customer: “I can’t believe you people overcharged me! This is completely unacceptable. I’ve been a loyal customer for years, and this is how you treat me?!”
Call Handler: “Okay, let’s calm down and sort this out.”
Customer: “Calm down? Don’t you tell me to calm down! You messed up, and now you want me to calm down? How dare you!”
In this situation, the customer is already emotionally charged, feeling both betrayed and frustrated by the overcharge. When the call handler tells them to “Calm down,” it can come across as patronizing and dismissive. To the customer, it might feel like the call handler is belittling their reaction, suggesting that their anger is unreasonable or that they’re overreacting. This response can be infuriating, making the customer feel even more misunderstood and invalidated.
The phrase “Calm down” often backfires because it attempts to control the customer’s emotional state rather than acknowledging and addressing the cause of their distress. As a result, it can escalate the situation, making the customer even less cooperative and more determined to assert their frustration. A more effective approach would be to empathize with the customer’s feelings and steer the conversation toward a solution, such as saying, “I can see this has been really frustrating for you, and I’m here to make it right.” This not only validates the customer’s emotions but also focuses on resolving the issue at hand.
Example 3: “It’s Just One of Those Things”
Another common phrase that can lead to linguistic dissonance is “It’s just one of those things.” While this phrase might be intended to downplay an unfortunate situation and offer comfort, it can come across as dismissive and minimising.
Consider a scenario where a customer is upset because their flight was delayed, causing them to miss an important meeting. The delay was due to an unexpected issue, and the customer is understandably frustrated by the impact it has had on their plans.
Customer: “I can’t believe my flight was delayed for three hours. I missed an important meeting because of this. It’s completely messed up my entire day!”
Call Handler: “I’m really sorry to hear that. Sometimes, these delays are just one of those things.”
Customer: “Just one of those things? This wasn’t a minor inconvenience—it was a major disruption to my day! I had important business to attend to, and now I’ve lost out because of your airline.”
Call Handler: “I understand that this is frustrating, but unfortunately, delays happen from time to time.”
Customer: “That’s not good enough. I needed to be there on time, and now I’m paying the price.”
In this exchange, the phrase “It’s just one of those things” can feel dismissive to the customer. While the call handler might be trying to offer a simple explanation, the customer hears it as an attempt to brush off their significant inconvenience as something trivial. The customer’s frustration is only heightened by what they perceive as a lack of understanding or seriousness about the issue.
This kind of language can inadvertently minimize the customer’s experience, making them feel as though their concerns aren’t being fully acknowledged. A more empathetic approach could be, “I’m so sorry that the delay has caused such a significant disruption to your plans. I can imagine how frustrating that must be. Let’s see how we can make this right for you.” This response validates the customer’s feelings while focusing on finding a solution, which can help to de-escalate the situation and restore the customer’s confidence in the service.
Strategies to Minimise Linguistic Dissonance in Customer Interactions
Understanding linguistic dissonance is the first step in avoiding it, but how can CX professionals actively work to minimise its occurrence? Here are some strategies:
Active Listening: Ensure that representatives are truly listening to what the customer is saying before responding. This helps them choose words that are appropriate for the specific situation.
Empathy Training: Provide training on how to express genuine empathy without resorting to phrases that might trigger dissonance. Role-playing different scenarios can be an effective way to practice.
Language Guidelines: Develop a set of language guidelines that steer representatives away from potentially problematic phrases. Encourage the use of language that is clear, empathetic, and focused on solutions.
Feedback Loops: Create mechanisms for customers to provide feedback on their interactions. This can help identify recurring issues with language and communication, allowing for continuous improvement.
Contextual Awareness: Train representatives to be aware of the context in which they are communicating. Understanding the customer’s emotional state and the severity of the issue can guide them in choosing the most appropriate language.
Conclusion: The Impact of Language on Customer Experience
Language is a powerful tool in customer experience, but it can also be a double-edged sword. When used thoughtfully, it can build trust, resolve conflicts, and create positive experiences. However, when there is a disconnect between what is said and how it is received, it can lead to dissatisfaction and damage the relationship with the customer.
Linguistic dissonance is an important concept for CX professionals to understand and address. By being mindful of the words and phrases used in customer interactions, and by prioritizing empathy and understanding, businesses can avoid common pitfalls and ensure that their communication is aligned with the needs and expectations of their customers.
As we’ve seen in the examples above, even well-intentioned phrases can backfire if they are not carefully considered. By training representatives to recognize and avoid linguistic dissonance, companies can enhance their customer service, build stronger relationships, and ultimately drive greater customer satisfaction and loyalty.
Takeaway Points:
Linguistic dissonance occurs when there is a disconnect between the intended meaning of a representative’s words and the customer’s interpretation, often leading to negative outcomes.
Phrases like “No problem,” “Calm down,” and “Just one of those things” can trigger linguistic dissonance, especially when customers are emotionally charged.
Empathy and active listening are key strategies to avoid linguistic dissonance. Training and clear language guidelines can help representatives choose their words more carefully.
Regular customer feedback can help identify areas where linguistic dissonance occurs, allowing for continuous improvement in communication strategies.
Understanding and addressing linguistic dissonance can lead to more positive customer interactions, greater satisfaction, and stronger customer relationships.