Customers Tolerate Bad Service When They're Given ID Numbers

Customers often receive ID numbers (e.g., banks, electricity, insurance).

Turns out, these IDs feel dehumanizing. Customers experience a numbing effect in which they become more tolerant of bad service:

"...numerical identification implies treating customers in a standardized and mechanical way...which can elicit the feeling of self‐dehumanization among the numbered customers. In response, the dehumanized customers tend to become emotionally numb and more tolerant when encountering a service failure" (Song, Huang, & Jiang, 2022, p. 2)

In one study with a mock restaurant, participants tolerated slow service when they dined in a private room called Room 212 (vs. Kitamoto or unnamed). They also tolerated an overcooked steak if they were seated at Table 218, compared to an unmarked table.

But be cautious. Tolerance should never be a goal.

Imagine if Starbucks wrote IDs on their cups. Sure, you might tolerate a wrong order — but your tolerance stems from low expectations. You expect failure.

Instead, follow these takeaways:

Use IDs in Failure Contexts

Delayed shipment? Perhaps your email should reference the customer ID to cushion negative emotions.

Avoid IDs in Standard Communication

GoDaddy dehumanizes my identity with an ID number in all of their emails.

Let Customers Personalize Their IDs

Don't force customers to log in with an account number. Let them create a username.