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Amidst today's hyper-connected business environment, marketers must recognize every interaction as a brand interaction and every piece of communication as potential customer communication. In this presentation I look at how a company-wide commitment to customer empathy is paramount to business performance. With samples and cases the presentations aims to illustrate how today's smartest and most successful brands are translating empathy into advocacy to drive the bottom line. Full presentation on request -
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CONFIDENTIAL AND PROPRIETARY!© IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.!
The Return on Empathy!
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Empathy/ the ability to understand and share the feelings of another
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THE RETURN ON EMPATHY!
Why now? Principles of Organizational Empathy 3 Success Stories
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why now?!
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We are more socially connected than ever
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Yet we are more emotionally disconnected
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The consumer landscape has changed
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From few controlling channels to endless choice
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More information, content & clutter than ever
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Endless choice of products, lots of the same
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The “pretty good problem” has emerged
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It’s very hard to get noticed
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unless we screw up
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As our culture faces a crisis of empathy
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Business faces the same challenge
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Acting without empathy is increasingly dangerous
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Acting with empathy is increasingly advantageous
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Smart advertisers are on it
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But talk is not enough
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Real empathy moves storytelling to story-doing
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Embedding empathy in business
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…to manage risk
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…to build relationships
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…and to inspire innovation
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So how do we do it?
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PRINCIPLES OF ORGANIZATIONAL EMPATHY!
01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
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01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
PRINCIPLES OF ORGANIZATIONAL EMPATHY!
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Evolve the suggestion box
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Dig for real-time feedback
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Watch people (permission to be creepy) Identify opportunities to flip the screen.
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PRINCIPLES OF ORGANIZATIONAL EMPATHY!
01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
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Physically immerse yourself
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Physically immerse yourself
Like MITs Age Lab. What if marketers were like method actors?
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Mirror the emotional journey
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Simulate the experience
Like USAA employees.
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PRINCIPLES OF ORGANIZATIONAL EMPATHY!
01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
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Put people before policy
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Put people before policy
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Celebrate success stories
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Authorize autonomous action
Like the Ritz-Carlton
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PRINCIPLES OF ORGANIZATIONAL EMPATHY!
01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
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Trigger emotional understanding. Like Dan Pink.
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Re-frame truisms.
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Facilitate socialization via story.
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Prepare for timely participation. Like Nike.
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PRINCIPLES OF ORGANIZATIONAL EMPATHY!
01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
CONFIDENTIAL AND PROPRIETARY!© IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.!
Embed empathy in products & service.
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Encourage improvement, large & small.
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Find your cultural fit. Like Outliers.
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See the social in emotional.
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PRINCIPLES OF ORGANIZATIONAL EMPATHY!
01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
CONFIDENTIAL AND PROPRIETARY!© IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.!
PRINCIPLES OF ORGANIZATIONAL EMPATHY!
EMPATHY IS HARD!
FOR INDIVIDUALS, LET ALONE ORGANIZATIONS!
THERE IS NO FORUMLA. !
BUT IT IS MORE IMPORTANT!
TO LEARN WHAT WORKS!
DISCLAIMER/
FOR YOUR TEAM.!
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1/ Partner Empowerment 2/ Radical Customer-Centricity 3/ Empathy as Global Citizen
APPLIED ORGANIZATIONAL EMPATHY!3 Success Stories!
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1. MANAGE RISK 1. MANAGE RISK
ROE/ EMBED EMPATHY IN BUSINESS TO!
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1. MANAGE RISK
2. BUILD CUSTOMER LOYALTY 2. BUILD CUSTOMER LOYALTY
ROE/ EMBED EMPATHY IN BUSINESS TO!
1. MANAGE RISK
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3. INSPIRE INNOVATION
ROE/ EMBED EMPATHY IN BUSINESS TO!
2. BUILD CUSTOMER LOYALTY
1. MANAGE RISK
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Thanks / Questions
@shazell
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