Emotional Masking: The Hidden Cost of Customer-Facing Work
Debbie Schultz, CEO of BlueSkyMinds, sheds light on the hidden toll of emotional masking in customer-facing roles. BlueSkyMinds provides science-based solutions to enhance workplace wellbeing and build healthy, high-performing teams.
What is emotional masking?
‘Emotional masking’ is a term I came across during my research into psychosocial risks in the workplace. I was investigating the risks to customer-facing folk who are dealing with increasingly angry, emotional and generally nasty interactions.
Emotional masking is another way of describing the high amount of time spent displaying false emotions (such as being accommodating to rude or difficult customers).
Constantly having to display false emotions at work has been identified as a psychosocial risk in the workplace.
What’s the cost of personal wellbeing?
Sadly call-centre employees are fielding more angry calls than ever before, making masking more prevalent.
An article in Time Magazine on the topic accurately captures the struggle, saying ‘absorbing any amount of hostility is taxing at best… but when a key component of the role is to appear friendly and accommodating, as is the case in so many customer-facing settings, navigating that antagonism can be especially fraught’.
“Fraught” is an understatement!
One NIH study found that masking creates emotional labour which causes increased emotional exhaustion, damages our physical and mental health and increases anxiety.
Worksafe NZ Psychosocial hazards report states that ‘the controlled expression of emotion to satisfy work requirements results in negative consequences ranging from decreased job satisfaction to burnout.’
To be clear we all sometimes have to hide our emotions, or put difficult emotions on hold, but constant masking is exhausting and damaging to our mental and physical health.
It’s easy to see how the constant effort and self-monitoring involved in masking emotions can lead to increased stress and depletes our emotional resources. Also remember that masking emotions hinders genuine connections with others. It can lead to misunderstandings, resentment, and a lack of social support – all crucial for mental wellbeing.
What does emotional masking look like at work?
“Masking” refers to when we hide or suppress symptoms, behaviours, or difficulties we are experiencing. Think of it as a strategy where we suppress or conceal our genuine emotions, presenting a facade that doesn’t align with our true feelings.
This could involve:
- Suppressing negative emotions: Hiding feelings of sadness, anger, frustration, or anxiety behind a veneer of positivity or calm
- Feigning emotions: Displaying happiness, excitement, or agreement when the opposite is felt internally.
- Minimising emotions: Downplaying the intensity of emotions to avoid appearing overly sensitive or dramatic.
It’s also often described as “surface acting” which involves masking your true feelings and putting on a false front. Its associated with emotional labour which can be described as the disparity between workers’ felt emotions and displayed emotions.
How can I reduce its impact?
Perhaps you or someone in your team or your family spend the majority of the day masking how they really feel in front of customers/clients or colleagues. If that is the case, these tips can help:
Recognise: The first step is recognising when and why you’re masking your emotions.
Acknowledge: What the impact this is having on your mood, thoughts, health and relationships. keep a journal to track your feelings, thoughts and moods. Find Healthy Outlets: Learn healthy ways to express and manage your emotions. Engage in activities that allow you to express your emotions creatively, mentally or physically
Connect with Others: Build strong relationships with friends, family, or support groups who can offer a listening ear and encouragement.
Emotional Regulation: Learn tools to help you recover: We teach a programme designed to support teams who are in difficult customer facing roles.
Seek Support: Talk to a therapist or counsellor who can help you develop coping skills and navigate emotional challenges.
A final word…
Emotional masking may not be as widely recognised as terms like burnout or stress, but it is gaining traction as awareness of its impact grows.
It’s important to recognise its potential negative impacts on wellbeing as well as fostering a workplace culture that values authenticity and provides support for emotional wellbeing.
If you would like to find out more about our customer-facing programmes, helping teams manage the stress and pressure of the job, and recover after distressing customer interactions, get in touch with Debbie Schultz at BlueSkyMinds.