Customer engagement efforts need to begin with empathy if companies want to drive higher user adoption, increased renewal rates, and customer success.
A lot of great things have been written about how to cultivate customer engagement. But I think the why of customer engagement is lacking the same attention, as in, why customer engagement is important—beyond metrics, and even beyond the bottom line. That’s why I’d like to make the business case for empathy.
Empathy can be defined as putting yourself in another person’s shoes. It’s a way of creating relationships by seeing the world through somebody else’s eyes. Empathy in the business world is gaining traction as a way to discuss interoffice relationships and leadership skills. But the conversation hasn’t shifted to the customer-business relationship, perhaps with the exception of customer journey mapping (at least, the customer journey maps that really take into consideration the motivations and barriers customers face). I’d like to argue that, for customer engagement to succeed, it has to begin with empathy.
By: MATTHEW BERGER