Digital Services


The benefits of project and process framework can be applied to every part of existence.


"Emotional Labor in Service Roles: The Influence of Identity"

Emotions are often at the root of human interaction, but become skewed when the interaction takes place via screens. Because email is more anonymous, customers may respond more intensely to a situation than they would while standing face to face with someone.

The emotional aspect of customer service positions has only recently become the subject of study. It is referred to as emotional labor.

Emotional labor or emotion work is a requirement of a job that employees display required emotions toward customers or others.
— Arlie Hochschild - "The Managed Heart"

From: Emotional Labor in Service Roles: The Influence of Identity:

The more strongly [a customer service worker] identifies with the role, the greater the positive impact that fulfilling those expectations has on one's psychological well-being. Emotional labor provides an opportunity to "act out" one's identification, that is, to express one's fidelity to the valued identity. (Cheney, 1983: 346) 

In Thoits's (1991) terms, this emotional labor constitutes an identity- relevant experience, specifically, an identity-enhancing one. However, if one is indifferent to the identity implicated in the role, then emotional labor will have little impact on one's well-being.

With the above point in mind, hiring individuals based on a personality of someone who genuinely cares about helping others and likes to express concern will lead to less fatigue, because agents will enjoy being able to express their caring side. It also helps their job satisfaction.