21/12/2020
Digital empathy and human empathy have taken on a new urgency.
Companies now have to understand customer emotions, how they’re feeling and thinking, the stressors affecting their lives, their desired digital and real-world experiences, as well as current trends. These insights will inspire the design of brand pillars, in addition to what’s still core to what a brand represents. These new pillars need to be empathetic, touching, sought after, and aspirational. They will align with how customer behaviors, values, and expectations are evolving. Empathetic brands will reimagine products, services, and the entire customer journey as a result.
Together, new customer journeys will unfold and lasting memories will be made that carry meaning and nostalgia for years and generations to come.
There are already consequences for brands that do not convey empathy in their branding/marketing, customer experiences, or products. In one devastatingly brutal finding, McKinsey discovered that brand loyalty is up for grabs. In its research, 75 percent of consumers reported trying different stores, websites, or brands since COVID-19. And, 60 percent of those consumers expect to adopt new brands and stores post-pandemic.
Why are customers so ready to change? Empathy matters. Salesforce research discovered that almost 70 percent of customers expect brands to demonstrate empathy and that 66 percent expect companies to understand their unique needs and expectations. Compare that to the perception those surveyed have that only 37 percent actually demonstrate empathy and just 34 percent treat customers as unique individuals.
There are rewards for paying attention, testing, and learning. Seventy percent of customers now expect new ways to access existing products and services, e.g. digital versions of traditionally in-person experiences. Fifty-four percent want expanded engagement methods and 54 percent also said they want modern types of products and services.
—— Brian Solis
