Nonverbal Hints To Idetify Unsatisfied Customers

NONVERBAL HINTS TO IDENTIFY UNSATISFIED CUSTOMERS
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2014 Human Behaviour Academy www.hbacademy.org.uk

NONVERBAL HINTS TO
IDENTIFY
UNSATISFIED
CUSTOMERS

by
LOW TENG MENG
And
LEOW CHEE SENG (Ph.D)

PUBLISHED BY

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Published by Human Behaviour Academy Ltd
6 2 Larch Gardens, Manchester
E-mail : info@hbacademy.org.uk
Website : www.hbacademy.org.uk

Copyright 2014 Human Behaviour Academy Ltd

All rights reserved. No part of this book may be reproduced or used in any form or any
means, electronic or mechanical, including photocopying, recording, or by an information
storage or retrieved system, whatsoever without prior written permission from the
publisher.

First Edition August 2014

British Library Cataloguing-in-Publishing Data

Teng Meng, Low; Chee Seng, Leow


1. Body Language 2. Non Verbal 3. Communication 4. Gesture 5. Business
6. Consumer Behaviour

BF 637 N66

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Content: Page

1.0 Introduction 1

2.0 Analysis of Customers Facial Expression and Body Gesture 2

3.0 Conclusion 12

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IMPORTANT NOTE

BEFORE CONTINUEING TO READ THIS ARTICLE,
YOU ARE ADVISED TO

WATCH YOUTUBE VIDEO

Burgerking Whopper Freakout Commercial

http://www.youtube.com/watch?v=IhF6Kr4ITNQ

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1.0 Introduction:

This is the written report for Nonverbal Communication assignment for Consumer
Behavior course which is the analysis of human body language from a buying process
video clip to deduce customers current feeling and thinking. The objective of the
assignment is to deduce customers current feeling and thinking from observing their
body language and helps marketer to further take action to convince customer to make
purchase decision.

The video clip that I chosen for this assignment is Burger King Whopper Freakout
Commercial which is the prank commercial that divided into two situations. First
situation is customers are being told that the signature product, Whopper from Burger
King is being discontinued; Second situation, customers who ordered Whopper is being
served with other burgers from different brand. Customers facial expression and gesture
were candid video recorded.

In this video, the facial expression and gesture that being recorded are categorized as
customer dissatisfaction expression. The contribution of this assignment is to allow
marketer to focus on the customers facial expression and body gesture that explain
customers dissatisfaction feeling and beware about it and provide suitable solution
accordingly.

In this written report, 11 scenes are being captured and analyzed.

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2.0 Analysis of Customers Facial Expression and Body Gesture

Scene 1: Customer A ordering food

This scene is being captured during a customer ordering Whopper from Burger King, his
eye is looking up and toward of his left. This gesture indicates he is actually trying to
recall something from his experience; he is analyzing and thinking logically. Both
customers having loose lip expression during ordering food which indicate customer
under relaxed condition.

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Scene 2: Customer A has been told that Whopper is being discontinued

This scene is being captured when customer is being told that the signature product is
being discontinued, customer expectation is not being met. Customers eyebrow is lift up
indicate he is shock and feeling surprise. Another gesture being capture which is his hand
touching chin, mouth and nose. This indicates he feel doubtful regarding statement that
being told by the retailer and yet he covered his mouth in order to prevent himself to
express any true opinion. Customer is in mixture of feeling of surprise and doubtful about
what has been told by the retailer.

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Scene 3: Customer A facial expression after surprise

This scene is been captured after the previous scene, customer is not surprise anymore,
but his doubtful feeling subsides, customer cover his eye and his eye keep close, this
indicate he is refuse to accept the statement being told by the retailer. The current feeling
of customer in his conscious mind is starting to accept the statement but in his
subconscious mind is refusing to accept the truth by eye closed and covered by hand.

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Scene 4: Customer B being told Whopper burger is being discontinued.

Customer facial expression show eyebrow move downward, indicate he feeling sad
because of the product being discontinued. His chin move forward indicate he feel anger.
His body move forward and shoulder lift up and move forward indicate he is aggressive
and having doubt in his mind and would like to further confirm the information being
told by retailer. As the analysis, customer having mixture feeling of sad and anger
because of his expectation cannot be fulfilled and act aggressively to solve his doubt by
moving his body forward.

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Scene 5: Customer B facial expression after Scene 4

Next, customer show his furrowed forehead indicate he is in surprise feeling. He put up a
lopslided smile or twisted smile. Twisted smile is the smile where one side of lip moves
upwards and the other side moves downwards, the lips smile is in opposite directions.
This smile is being interpreted with mix emotions that downward lips show negative
emotion. In this scene, customer feeling sad regarding discontinue of Whopper.
Meanwhile the other end of lip that lift upward indicate customer accept the information
being given but he hope this information is better not the truth information. His chin
move from forward direction to inward direction since previous scene, this indicates his
confidence level is lowered and felt doubt regarding what has been told to him. As
deduction of the mixture of his gestures, Customer B feel surprise, in conflict of
acceptance and refuse to accept truth and being doubtful in that moment.

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Scene 6: Customer C being told Whopper is being discontinued

Scene 6 is similar with Scene 5, customer with lowered eyebrow and with a lopslided
smile indicate mixture feeling of sadness and signify he accepting the statement being
told and yet conflicting in his mind that this information being told better not the truth.

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Scene 7: Customer D being told Whopper is being discontinued and being
provided with alternative product and small gift

The scene show customer look down toward object which is alternative solution being
given with a closed lip smile. This facial expression show that customer accept the
statement being told, tight lip smile expression can be interpret as she is refuse to
revealing her true feeling toward retailer. Customers chin move inward indicates she is
keeping distance from the retailer. As deduction of the mixture of gestures shows she
accept the information being told but yet not willing reveal her true feeling and yet keep
distance from the retailer.

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Scene 8: Customer E being told Whopper is being discontinued.

Customer show his facial expression of furrowed forehead indicate he is surprise,
Eyebrow lowered indicate he felt sad after being informed that Whopper is being
discontinued. Chin lift and loose lip open indicate acting he is in surprise and yet acting
sarcastically to the retailer.

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Scene 9: Customer F is being served with different burger from his purchase order

This mixture of hand gesture of open arm that indicate he got nothing to hide, and he is
telling the truth. With open palm gesture show he is in defensive position and yet he is
holding receipt while explaining to the retailer indicate that is the proof that he is not
lying to the retailer.

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Scene 10: Customer F expression after retailer argue with him.

Customer feels more anger and show himself is superior by showing arm akimbo gesture
when hands are on the hips and the elbows are bowed in a V pattern. This posture
demonstrates power and authority. Furthermore, customer thrusting his finger with
receipt toward retailer indicates his anger toward retailer. The mixtures of hand gestures
show his reinforcement of his true feeling and instruction to the retailer.

Scene 11: Customer G expression after retailer argue with him

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Customer with sustaining stare toward retailer and with chin lift which mixture of facial
expression is sending a message that he is better than everyone else around, showing his
superior to the retailer. Customer currently feels anger and felt superior than the shop
retailer.

3.0 Conclusion:

The scenes that captured in this assignment are mainly the facial expression and gestures
of after being told that they cannot be served with products or services that cannot meet
their requirement. There are series of feelings will happen in sequences which are:
Surprise, doubtful toward information being told, refuses to accept, acceptance with
sarcasm or not revealing true feeling, keeping distance, showing superior and anger.
These feelings are the feelings of dissatisfied customers that we need to be careful. If we
cannot react correctly to them, customer will leave and eventually sales deal is not
successfully closed.

As the marketer, we need to be sensitive toward dissatisfied facial expression and need to
provide the alternative solutions to customer that suits their needs. As a good marketer,
we need to analyze their body gesture and facial expression during sales promotion and
convincing process to ensure customer is being provided with correct channel of
information that they needed.

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4.0 Reference

1. Leow, C. S., Leong, V., Adom, A. (2013) . Body Language Exposed (1
st

Edition). Manchester: Human Behavior Academy

Nonverbal Hints To Idetify Unsatisfied Customers

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