Brand Empathy - Why it’s Important for a Positive Customer Experience
By Leah Ladipoh
Brands need to constantly adapt to ever changing demands of customers as information and goods move at an increasingly rapid rate. The customer experience strategy is critical for all modern brands and businesses as the global digital revolution continues. Brands of all sizes need to review this strategy obsessively to ensure that brand messaging, customer service skills and communication strategy are aligned throughout all levels of the organization.
Being empathetic within the customer experience strategy must be considered from foundation to implementation when a brand develops or shifts the narrative of the customer journey.
Empathy and Problem Solving
Brands often put themselves in danger of confusing empathy with sympathy….admitting the customer is always right. This is not so. Empathy is the ability to understand or accept a different perspective and brands cannot allow themselves to fall into this trap of misunderstanding how to be empathetic.
How to be empathetic relies on the ability to view and understand problems from an entirely unbiased viewpoint, something that customer service agents will inevitably struggle with in day-to-day customer interactions.
Brands must practice and encourage fairness and objectivity in training, developing customer service skills that mean individuals treat each and every customer with an unbiased, empathetic approach.
Data Gathering and Customer Experience
Gathering data on customer experiences means brands will be able to identify, acknowledge and adjust problem areas to ensure there are no stoppages and customers will remain satisfied throughout their journey.
Brands often overlook the importance of data as there can be an overwhelming volume of information. However, they must include this in their customer experience strategy. It is a key component that will ensure brands gain valuable knowledge of what they are doing correctly and what isn’t working.
For the customer, this results in the feeling that their thoughts and frustrations are being listened to, leading to long-term satisfaction and solidifying brand loyalty.
Brands must ensure the customer experience is built upon a full understanding of pain points along the customer journey. Stepping into the shoes of the customer and making use of vital data will help brands develop a customer experience strategy designed around empathy.
Using data, developing a detailed and extensive customer experience strategy and developing empathy-centric customer service skills are key to unlocking customer satisfaction and loyalty. With empathy at the forefront of their strategy, a brand will have the ability to proactively approach customers and their frustrations before customers are even aware of them.