[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2019\/10\/22\/the-truth-about-customer-empathy\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2019\/10\/22\/the-truth-about-customer-empathy\/","headline":"The truth about customer empathy and why it matters","name":"The truth about customer empathy and why it matters","description":"Practicing customer empathy leads to better business results and brand loyalty. Discover the touchpoints necessary to understand consumer emotions.","datePublished":"2019-10-22","dateModified":"2022-10-31","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/jeannie-walters\/#Person","name":"Jeannie Walters","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jeannie-walters\/","identifier":350,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/65cb991d4ea0fed85125462b7a935b0afbaff965c0035a713c981a3bff7c81b8?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/65cb991d4ea0fed85125462b7a935b0afbaff965c0035a713c981a3bff7c81b8?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2019\/10\/thumbnail-e186e4e1aa477e17360bc253706d9079.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2019\/10\/thumbnail-e186e4e1aa477e17360bc253706d9079.jpeg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2019\/10\/22\/the-truth-about-customer-empathy\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},"Customer Journey",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/sap-sapphire-general\/customer-service-sapphire\/","name":"Customer Service","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_service","http:\/\/www.wikidata.org\/entity\/Q1060653"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/service\/service-general\/","name":"Service","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Service","http:\/\/www.wikidata.org\/entity\/Q7406919"]}],"wordCount":636,"keywords":["Brand Loyalty","Consumer Journey","Customer Service"],"articleBody":"We toss the words “customer empathy” around quite a bit these days, especially in CX circles. And while most of us agree it\u2019s vital to have and show empathy with customers, many rarely go beyond the statement to truly\u00a0capture the touchpoints necessary\u00a0in understanding consumer emotions.In reality, the best customer-centric organizations leverage customer empathy to create a more positive journey for all customers, and they’re rewarded for it with loyalty.Customer journey maps should highlight the moments where empathy is critical to the emotional path your customers take with your brand. Many maps focus on the big ways to delight and disappoint, but customers interact in both big and small ways with your brand. Don\u2019t reserve empathy for only one set of customers or only the big touchpoints.Beyond theory: How to practice real-life empathy for customersWe show customers empathy when we really appreciate what they are experiencing. Here\u2019s my recommendation for how to show empathy for your customers: step into their shoes, in their real lives.Don\u2019t be afraid when documenting customer emotions. It\u2019s one thing to be slightly disappointed; it\u2019s another thing to be full-blown frustrated as a customer. The distinction is important, and should be made clear (not watered down) when reporting on the emotions your customers are experiencing – the only path to true customer-centricity is the customer path, full stop.Empathy means acknowledging the experience AND\u00a0emotion of a customer. So journey maps that reflect touchpoints as only key interactions like \u201cpay at the cash register\u201d miss ways to show real customer empathy. That interaction is one of many steps for the customer.In reality, each touchpoint along the customer journey leads to an emotion. You can help everyone in your organization practice empathy for the customer by documenting those emotions on your journey map.For example, here are some additional points to consider about the in-store experience:Where’s the register?What if customers can\u2019t find it?How does that make someone feel?Is there a long line or even confusion about where to line up?What\u2019s the signage like?What if the customer doesn\u2019t receive the sale price as promised?And on and on and on\u2026we must ask lots of questions and look for the places where negative and positive emotions are likely to occur.Customer empathy requires deep reflection on the entire consumer journeyPositive emotions are great – it\u2019s easy to pat ourselves on the back over something we know our customers like. (\u201cOur customers LOVE our loyalty program.\u201d) The loyalty program is universally recognized as one solid and positive touchpoint on the journey map, and so we move on to the more challenging ones without deeper reflection.Think of the benefits and opportunities if we ask those more compelling questions! What do customers love about the program? How does it make them feel? They might be crazy about the way the program works, except when it doesn\u2019t. Customers feel incredibly disappointed \u2013 or even mistreated \u2013 when the program doesn\u2019t work for them.Highly loyal customers have more emotionally invested in the brand relationship. Practicing customer empathy helps you identify critical relationship-building touchpoints, and teaches you how to create even more delight around them.Why does identifying these touchpoints and understanding the emotional outcomes matter so much for customers AND your business? Because real empathy with your customers leads to better business results.Empathy matters, and it\u2019s not just about the big interactions around channels with your customers. Emotions drive customer decisions, so taking care of them is the most important job you have!  HR, better.Employees, happier.Businesses, healthier.It’s time to modernize the employee experience.This post originally appeared on ExperienceInvestigators.com, and is syndicated here with permission.\u00a0 "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2019","item":"https:\/\/www.the-future-of-commerce.com\/2019\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"10","item":"https:\/\/www.the-future-of-commerce.com\/2019\/\/10\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"22","item":"https:\/\/www.the-future-of-commerce.com\/2019\/\/10\/\/22\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"The truth about customer empathy and why it matters","item":"https:\/\/www.the-future-of-commerce.com\/2019\/10\/22\/the-truth-about-customer-empathy\/#breadcrumbitem"}]}]