"Turns out there's a simple tip that can improve your social interactions, and that is speaking more slowly." – Jonah Berger, Wharton
Speak fast or speak slow? Which style can help you impress Customers better?
Fast and fluent was assumed to be communication gold standard
In professions that require people to use their voices to communicate, the general belief is that professionals who come across as fast and fluent speakers create a stronger impact. This was assumed to be true for a range of avocations, including salespeople, Customer service representatives, doctors, politicians and marketplace actors. The articulation rate or how quickly one speaks, was regarded as a key determinant of communication impact.
A 2023 study uncovered the power of speaking slower
But a 2023 study led by Wharton Professor Jonah Berger and Luca Cascio Rizzo, Marketing Professor at Marshall School of Business, uncovered something surprising. After analysing hundreds of customer service calls and conducting controlled experiments, the professors found that a slower articulation rate actually boosts listener satisfaction. In Customer interactions, even a slight reduction in speed, from say 5.22 syllables to 4.63 syllables per second, resulted in significant increase in Customer satisfaction.
What explains the finding?
“Speaking more slowly makes communicators seem more empathetic, which has positive downstream effects” the abstract of their research concluded.
What is the takeaway then?
“Regardless of your job, everyone would like to be a more effective communicator,” says Prof Jonah Berger. “Turns out there’s a simple tip that can improve your social interactions, and that is speaking more slowly.”
Action Tip: When talking to Customers, consciously respond a little more slowly. It signals that you’re thinking about what to say and that raises Customer’s confidence, comfort and trust.
The Knowledge @ Wharton article on How Speaking Slower Influences Consumer Behavior (April 2025) can be read here
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