Customer Empathy as a Marketing Strategy
How do we choose the right products or services for us? This may depend on many things, such as:
- Do I have the budget?
- Does it provide value and usefulness?
- Are we feeling better or more accomplished if we purchase those goods or services?
Customer empathy is about building a connection between a customer and a service provider by the oldest way known, the way all relationships develop, by putting yourself in the place of the other. The service provider is charged with discovering the target prospect’s point of view, delivering the solution that works best, in a convenient time frame, and at a fair price.
Empathy is an invisible marketing strategy where service provider and customer become bonded by a common feeling, and by the fact that we are all customers in one situation or another.
March 8th is international women’s day, when all women from all the corners of the world want to feel appreciated. Now let’s take an example: how can a firm make a regular female client feel appreciated, if it’s not offering special products targeted for women? Showing empathy can be done through many spontaneous techniques:
- Discounts only for women
- Adding a complimentary security check to a home service visit
- Giving a single inexpensive flower to female customers
There are many ways to make a woman feel appreciated!
When businesses put themselves in the place of their customers and treat them the way they’d like to be treated, it opens the door to challenging themselves to delight their customers with every encounter, and cultivating the relationships that build businesses. Empathy Marketing might be a new term, but it’s the oldest business principle that exists.