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First Impressions Matter: Multicommunicating as a Normalized Practice in Customer-Facing Work

Sun, May 28, 8:00 to 9:15, Hilton San Diego Bayfront, Floor: 3, Aqua 314

Abstract

Multicommunicating is a practice where people use technology to carry on multiple near simultaneous conversations. While this practice has begun to be studied, past research presents multicommunicating as a choice that people make when they use technology at work. This study leveraged field observations and interviews to investigate the multicommunicating practices of front-line workers in a medical clinic, called Medical Admitting Clerks (MACs). We found that multicommunicating is a normalized part of MACs’ job and is broadly imposed upon them without training. Several factors complicated MACs’ multicommunicating practices, such as job duties, work demands, communication technologies, and workspaces. MACs generally perceived multicommunicating as a stressful routine, which could improve productivity yet also led to concerns of incivility during MAC-patient interactions. To cope with the negative impact of multicommunicating, MACs deliberately utilized multiple strategies, including adaptation, reframing, and teamwork. Theoretical and practical implications are further discussed.

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