Today, many businesses operate under the “If we build it, they will come” marketing strategy. Although this may have worked in the past, the most successful business are those who are actively engaged with their customers. At InMoment, a customer service software provider, they believe the key to developing strong relationships with customers is through empathy.
Not to be mistaken with sympathy, empathy is described as the act of projecting one’s self into another’s point of view to gain greater understanding. Walking a mile in someone else’s shoes, so to speak. By developing a stronger relationship through empathy, companies can fine-tune their brand experience to better fit the needs and desires of their customers.
Empathy doesn’t only benefit the consumer. Companies who are more aware of their customers specific needs and desires can increase customer referrals and brand advocacy, understand what drives loyalty towards their brand, and learn how to turn negative feedback into an opportunity.
What to know more? Read the full InMoment article, Understanding Empathy and Your Brand, and download the Empathy Map Exercise.