The Return on Empathy (ROE)

CONFIDENTIAL AND PROPRIETARY!© IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.!

The Return on Empathy!


Empathy/ the ability to understand and share the feelings of another



THE RETURN ON EMPATHY!

Why now? Principles of Organizational Empathy 3 Success Stories


why now?!


We are more socially connected than ever


Yet we are more emotionally disconnected


The consumer landscape has changed


From few controlling channels to endless choice


More information, content & clutter than ever


Endless choice of products, lots of the same


The “pretty good problem” has emerged


It’s very hard to get noticed


unless we screw up


As our culture faces a crisis of empathy


Business faces the same challenge


Acting without empathy is increasingly dangerous


Acting with empathy is increasingly advantageous


Smart advertisers are on it



But talk is not enough


Real empathy moves storytelling to story-doing


Embedding empathy in business


…to manage risk


…to build relationships


…and to inspire innovation


So how do we do it?


PRINCIPLES OF ORGANIZATIONAL EMPATHY!

01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions





Evolve the suggestion box


Dig for real-time feedback


Watch people (permission to be creepy) Identify opportunities to flip the screen.





Physically immerse yourself


Physically immerse yourself

Like MITs Age Lab. What if marketers were like method actors?


Mirror the emotional journey


Simulate the experience

Like USAA employees.





Put people before policy


Put people before policy


Celebrate success stories


Authorize autonomous action

Like the Ritz-Carlton





Trigger emotional understanding. Like Dan Pink.


Re-frame truisms.


Facilitate socialization via story.


Prepare for timely participation. Like Nike.





Embed empathy in products & service.


Encourage improvement, large & small.


Find your cultural fit. Like Outliers.


See the social in emotional.






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.!


1/ Partner Empowerment 2/ Radical Customer-Centricity 3/ Empathy as Global Citizen

APPLIED ORGANIZATIONAL EMPATHY!3 Success Stories!

CONFIDENTIAL AND PROPRIETARY!© IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.!CONFIDENTIAL AND PROPRIETARY!© IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.!

1.  MANAGE RISK 1. MANAGE RISK

ROE/ EMBED EMPATHY IN BUSINESS TO!


1.  MANAGE RISK

2.  BUILD CUSTOMER LOYALTY 2. BUILD CUSTOMER LOYALTY


1. MANAGE RISK


3. INSPIRE INNOVATION


2. BUILD CUSTOMER LOYALTY

1. MANAGE RISK


Thanks / Questions

@shazell