Should you use Emojis in Customer Service Messages? (Research Links + Examples)

Hi, I’m Saurabh👋.

A warm welcome to the 5 new subscribers who’ve joined us since last week. It’s great to have you here 🙂 

Read time: 3 minutes 07 seconds

Recently, I was reviewing customer service messages. I was specifically looking for ways to refine how we respond to customer queries.

I did the usual—tighten up the wording, make it more to the point, and then, run the revised version through GPT. The AI spat out an optimized response.

The response wasn’t very different from my previous version, but there was one difference

It had an emoji at the end.

A little smiley face. 🙂

It made me think, Does that even work? Doesn’t it seem unprofessional? Maybe. I don’t know. But as a customer, would I mind? Probably not.

So I dug into the research. Here’s what I found.

Emojis make sense

Finding # 1:  Using Emojis in response to customer enquiries makes the service appear warmer, more modern, and competent. Customers perceived brands using emojis as more friendly and approachable.  (Prada et. al, 2022 )

Finding #2: Adobe research shows that 88% of people say they are more likely to empathize with someone who uses emojis

Hmm, so it makes sense to add emojis to conversations. But which ones and how?

Here’s what the further digging surfaced.

Negative Emojis make even more sense

Finding #3: Wang and Ma (2021)  found that negative emoticons in customer service responses led to higher customer satisfaction and increased repurchase intention compared to positive emoticons. Customers perceived negative emoticons as more sincere, leading to greater forgiveness in service failure scenarios

Alright, so, research suggests that negative emojis are a yes-yes.

That’s nice.

But here’s another thought. Doesn’t frequency matter?

Some people text with a lot of emojis (I’ve left from 🏠. Reaching 🛫 in 30. See you soon! 😊😊🥳🥳)

That doesn’t look good, right?

What does research have to say about this?

Finding #4: A study analyzing customer service personnel’s use of emoticons recommended moderation in usage. Overuse can appear unprofessional, while strategic placement—such as at the end of a sentence—improves effectiveness (Gu 2021)

Alright. That’s enough ammo to rethink business messages. Let’s put the learnings to action 

Example 1: Emojis > No Emoji 

❌Without Emoji:

"We apologize for the delay in delivering your order. We understand this may have caused inconvenience."

✅With a Negative Emoji 😢 (Higher Satisfaction)

"We apologize for the delay in delivering your order 😢. We understand this may have caused inconvenience."

• Why it works better: The sad emoticon makes the apology feel more sincere, showing that the company acknowledges the mistake emotionally.

Example 2: Minimal use of Emojis

❌ Inappropriate (Excessive Emoji Use)

"Hello! 😊😊 How can I assist you today? 🤗✨ Let me know, and I'll be happy to help! 😃👍"

• Why it’s ineffective: Overuse of emoticons reduces professionalism and can make the message seem less serious.

✅ Appropriate (Minimal and Strategic Use)

"Hello! 😊 How can I assist you today?"

• Why it works: A single emoticon adds friendliness without overwhelming the message.

Example 3: Emojis syncing the tone

❌ Inappropriate (Using Emoticons in a Formal Business Reply)

"Dear Mr. Singh, Thank you for your inquiry. We will process your request shortly. 😊"

• Why it’s ineffective: Appears unprofessional.

✅ Appropriate (Using Emojis in an Informal, Friendly Response)

"Hey Saurabh! Just letting you know your order is on its way. 🚀 Let us know if you need anything else! 😊"

• Why it works: In casual customer interactions, emojis add friendliness and warmth.

Example 5: Finding Right Emoji Frequency

❌ Inappropriate (Using Emoticons in Every Message)

1️⃣ "Hi! 😊 How can I help?"
2️⃣ "I see that your order is delayed 😔. I’m sorry about that!"
3️⃣ "We will update you as soon as we have more details! 😊"
4️⃣ "Let me know if you need anything else! 😃"

• Why it’s ineffective: Using emoticons in every message can make communication feel forced and repetitive.

✅ Appropriate (Using Emoticons Sparingly)

1️⃣ "Hi! How can I help?"
2️⃣ "I see that your order is delayed. I’m sorry about that 😔."
3️⃣ "We will update you as soon as we have more details."
4️⃣ "Let me know if you need anything else! 😊"

• Why it works: Emoticons are used strategically, ensuring a balance between friendliness and professionalism.

Go deeper and check out some brands using emojis successfully here

That’s it from me this week 😊

Until next time!

Saurabh