The interface between technology and customer cyberbullying: Evidence from India

• Customer bullying has not been explored in relation to ICTDs.
• Media richness theory, its extensions and call centre technology give insights.
• Absence of visual cues influences employee experiences and coping.
• Technology-based service interactions allow for alternate solutions.

Drawing on a phenomenological inquiry of the subjective work experiences of Indian call agents employed in international-facing call centres, this paper highlights the interface between information and communication technologies and devices and employee experiences of customer cyberbullying. Providing holistic and contextualized insights into the genesis, course and outcome of customer cyberbullying, the paper shows that whereas the absence of visual cues does not impede employees' accurate interpretation of their negative experiences, it exacerbates customers' misbehaviour since the latter feel dissociated from and cannot see the impact of their actions on employees. While the technology-linked pace of work affects employee coping with customer cyberbullying, the maintenance of records and archives brings in concreteness and permanence through which retaliation is ruled out but reviewing the interaction for purposes of learning and even redressal is possible.