The step before CX

empathy

The step after CX is clear for most… It’s revenue. But is this right? Is this the right thing in mind when building a great CX?

The mindset around CX is key. Before we talk about CX, we should think about CE, the Customer Empathy. Why?

“Empathy is the capacity to understand or feel what another person is experiencing from within their frame of reference, that is, the capacity to place oneself in another’s position.” 1)https://en.wikipedia.org/wiki/Empathy

Listen to understand is most important here. Often CX is done because everyone is telling us that we need it… which isn’t wrong. Wrong is if we are doing it with revenue goals in mind. This means we have only our own goals in mind… and this isn’t empathy at all.

This is like intrinsic and extrinsic motivation. True CX is intrinsic because we are passionate to help the customer, there is nothing else which motivates us from outside.

All in all, Customer Experience and Customer Empathy should go hand in hand.

Please read also this article from 12/2018 about trust and his elements. Empathy is one element of trust.


And there is another important topic. If this isn’t the approach behind empathy, empathy will fail.



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Sven I struggle with “empathy” – it is the new buzzword and I just believe that brands will ever know enough about the private lives of their customers to truly have the proper empathy. I think all a brand can do is to do their utmost best to understand the wants and needs of their customers and to try to align to those products/services which will help the customers make progress in their lives. Empathy is therefore very much correlated to understand the exchange of value that needs to take place between the brand and the customer and allowing the customer to dictate how and when they want to achieve that value.

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