Eye contact is on the decline, according to the Wall Street Journal. There are several reasons why we’re not looking at each other as often as we used to: the ubiquity of smartphones, the rise of remote employment, and attention spans that have shrunk like a cashmere sweater in a hot dryer.
Adults are making eye contact between 30-60 % of the time, Quantified Impressions report, and our own field observations have revealed that the younger the adult is, the more they tend to skew toward the 30% end of the continuum. What does this mean for retail?
Eye Contact: Understand the Opportunity
Eye contact is a largely unconscious behavior. The majority of people seldom put thought into their decision to look another person in the eyes or to instead, look away. There are many cultural factors operating behind the scenes that influence how often a person initiates eye contact, as well as how long they’ll be willing to maintain that connection. Gender, social standing, community traditions, and even emotional states all factor into the eye contact equation.
Cognitive neuroscientist Simon Baron-Cohen has stated that eye contact provides information about the target of others’ expressions and clues about their communicative intentions and future behavior. This information enhances and augments any verbal communication we may have, making it easier for both parties in the conversation to understand each other. A shift in the culture that means less eye contact can mean less understanding.
One of the keys of being a successful cult business is developing a comprehensive understanding of your best customers. It’s essential that this understanding is possessed by people at every level in your organization, from the leadership team to the front line associates. Developing your team’s understanding of and skill with eye contact is a simple, no-cost way to promote that understanding. When your team uses their eye contact skills effectively, your customers will feel like they’re listened to and valued. This subtle touch helps drive sales, strengthen customer relationships, and can contribute to your customer’s decision to recommend your store to their family and friends. If the current eye contact decline continues, the fact that your team is committed to meaningful eye contact can even serve as an important brand differentiator.
It’s important to recognize that encouraging your team to make eye contact more often is not a one-time deal. Individuals throughout your organization will have differing levels of ability and comfort when it comes to establishing and maintaining appropriate eye contact. Integrating ongoing education and reminders into your regular staff communications helps keep your team committed to making meaningful connections with your customer base.
Be a Better Brand Manager: The Essentials
Provide your team with specific education regarding eye contact. You can’t just say “Make more eye contact!” As a rule of thumb, we should be making eye contact approximately 70% of the time throughout the conversation, for approximately 8-10 seconds at a time.
When dealing with a group of customers, it’s important to acknowledge each of them individually with eye contact.
Too much eye contact can be as problematic as not enough. When the gaze is held too long, it can feel invasive, even vaguely threatening. Be aware of cultural differences where eye contact is involved, and adjust your company’s practices based on your customers’ ingrained preferences.