Empathy is a key differentiator in creating exceptional customer experiences. In an increasingly tech-driven business world, it stands out. Labelled a ‘soft skill,’ it is a complex trait to develop. This development requires self-awareness, emotional intelligence, and ongoing effort.
Despite its complexity, empathy can be taught. When leveraged effectively, it becomes a game changer in customer experience. Moreover, it transforms employee engagement in meaningful ways.
Empathy is more than just walking in their shoes
The metaphor “to walk in someone else’s shoes” oversimplifies the multifaceted process of empathy. Empathy goes beyond a surface-level understanding of someone’s situation.
To truly empathise with a customer, employees must detach from their own emotional triggers momentarily. At the same time, they must consider the context of the customer’s behaviour and content. They should respond in a way that connects with and validates the customer’s emotional needs.
Empathy requires a high degree of emotional self-awareness to be effective. This self-awareness enables individuals to regulate their own responses more effectively. Ultimately, it allows for authentic and empathetic engagement with customers.
Case study: empathy enhances customer experience in action
Consider the customer experience when a new bank card is issued. The bank’s process automatically re-issues the card. It sends the card to the courier responsible for delivering it to the customer. However, issues arise when the courier company has outdated or incorrect contact details. In such cases, a significant delay often occurs. This delay typically prompts the customer to call the bank for assistance.
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No empathy (the customer service agent responds to the query without empathy)
In this case, the agent’s response confirms the normal process for re-issuing the card. They explain that the card is no longer in possession of the bank. The only option available is for the customer to contact the couriers directly. However, falling back on process or compliance fails to address the customer’s dilemma.
The agent follows the correct procedure for resolving the issue. Unfortunately, the real problem remains unresolved despite this effort. As a result, the customer’s needs are dismissed, and the bank avoids taking ownership. More effort is then transferred to the customer to resolve the matter.
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Empathy (the customer service agent responds with empathy)
When the customer’s dilemma and anxiety are acknowledged, it could sound like this: “I understand how stressful this must be to be unable to process any transactions. Let me call the couriers while you are on the line to find out where the card is at the moment”.
Empathy is demonstrated by understanding what it feels like to lack access to a bank card. This includes recognising the difficulty of being unable to make any transactions. It also involves appreciating that the normal process has failed the customer in this situation. Additionally, it implies recognising the agent’s unique position to access the right resources. The agent must broker a resolution that eliminates unnecessary effort for the customer.
Although the card’s delivery timeframe may stay the same, empathetic interaction could dramatically improve the customer’s perception. Offering emotional reassurance during the interaction can make a significant difference to the customer’s experience. This small yet crucial shift in approach can help defuse tense situations effectively. According to Harvard Business Review, acknowledging customers’ emotions during interactions increases their likelihood of loyalty. Customers who feel understood are also more likely to provide positive feedback. This remains true even when their issue is not fully resolved.
The science behind empathy enhances customer experience
Empathy is not just an innate skill; it is also a neurologically driven process that can be fine-tuned. The amygdala, the brain’s emotional response centre, triggers fight, flight, or freeze reactions when facing stress.
Without self-awareness, employees often fall back on default responses to protect themselves. These responses may stem from fear of consequences if they fail to act in a compliant manner. The easiest way to avoid perceived threats is to rely on the ‘safe’ and compliant process. However, this approach often prevents meaningful emotional connections with customers.
Developing empathy skills requires an intentional increase in self-awareness among employees. Neuroscience shows that conscious awareness of emotions helps individuals regulate their responses better. This ability allows employees to engage with others more empathetically. In this context, mastering empathy involves a series of important steps.
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Becoming aware of one’s own emotions
Being able to identify one’s own emotions, especially universally identified emotions like frustration, anger, fear, anxiety, happiness or joy is essential. All humans experience these emotions at some point. Using inherent wisdom to identify these core emotions is the first step to cultivating empathy.
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Identify, articulate and respond to other’s emotions
Like the internal process, mastering strategies to identify these universal emotions in others is the next step.
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Articulate the observation in simple language
‘I can only imagine how frustrated you are by now’ and consider what they need as a result [remove obstacles]. This demonstrates the ability to ‘hear’ others. Processing the information and deciphering universal human needs hold the key to navigating the conversation to a human-centred response.
Is there a link between under-developed interpersonal skills and tech-savvy Gen Z?
A Deloitte study created an informative picture of Gen Z and its skill with technology – smartphones, tablets, laptops, social media and video calling.
The same Deloitte report points out though that Gen Z is concerned about their ability to communicate and forge strong interpersonal relationships, because technology has impaired their cognitive skill development, and they recognise that their skills like critical thinking, empathy and interpersonal communication, are weak.
At the same time, many Gen Z will find themselves starting their working careers in the service sector. The key question for every business leader is whether their younger, front-line Gen Z employees can demonstrate empathy, good (human) communication and problem-solving skills?
The business value of empathy
Businesses will need to invest significantly into training and development of the interpersonal communication and empathy skills of their people – or risk being left with a workforce poorly equipped to drive lasting success on the customer experience front.
Empathy training for employees is good for customer and employee experience. Research from the Journal of Service Research shows that customers are 60% more likely to become repeat buyers when they feel understood by a company. Furthermore, empathy training boosts employee confidence in handling complex situations, leading to higher job satisfaction and lower burnout rates.
Employees equipped with empathy can defuse tensions quickly, they manage conversations more thoughtfully, without resorting to rigid process adherence, and instead prioritise human connection.
Empathy also has a direct impact on the bottom line. Deloitte found that companies leading in empathy not only outperform their competitors but also experience greater customer loyalty and employee retention. In an age where service delivery is becoming increasingly automated and robotic, empathy remains a distinctly human advantage.
Empathy is a game-changer in customer experience
Empathy empowers employees to connect with customers on an emotional level, diffuse challenging situations, and build stronger relationships. For organisations, investing in empathy training doesn’t just improve service delivery; it creates a culture where employees feel more confident, valued, and capable of making a difference.
As businesses strive to differentiate themselves in a highly competitive market, empathy remains one of the most underutilised, yet powerful tools available.
According to a report in Harvard Business Review by Alan Zorfas and Daniel Leemon, emotional connection matters more than satisfaction:
On a lifetime value basis, emotionally connected customers are more than twice as valuable as highly satisfied customers. These emotionally connected customers buy more of your products and services, visit you more often, exhibit less price sensitivity, pay more attention to your communications, follow your advice, and recommend you more – everything you hope their experience with you will cause them to do. Companies deploying emotional-connection-based strategies and metrics to design, prioritize, and measure the customer experience find that increasing customers’ emotional
connection drives significant improvements in financial outcomes.
connection drives significant improvements in financial outcomes.Empathy enhances customer experience ultimately comes down to the actions a company takes every day to ensure each customer feels heard, understood, and valued. Understanding the impact of customer empathy will set you apart from the competition, strengthen your connections with customers, and ultimately boost your bottom line.
Liezel Jonkheid | Director | Founder | Consumer Psychology Lab | mail me |
Related FAQs: Empathy enhances customer experience
Q: How does empathy in customer service enhance the overall experience?
A: Empathy in customer service enhances the overall experience by allowing service representatives to better understand and address customer needs and concerns, leading to increased customer satisfaction and loyalty.
Q: What are some effective empathy statements that can be used in customer interactions?
A: Effective empathy statements include phrases like “I understand how you feel,” “That must be frustrating for you,” and “I’m here to help you with this issue.” These statements convey genuine empathy and help build rapport with the customer.
Q: Why is empathy important in customer service?
A: Empathy is important in customer service because it helps create a positive customer relationship, enhances service excellence and promotes a culture of empathy within the service team, ultimately leading to improved customer satisfaction.
Q: How can empathy help in addressing customer concerns?
A: Empathy helps in addressing customer concerns by allowing the customer service representative to listen actively, validate the customer’s feelings and respond in a way that shows understanding, which can de-escalate tensions and lead to effective problem resolution.
Q: What role does customer empathy play in building loyalty?
A: Customer empathy plays a crucial role in building loyalty by making customers feel valued and understood. When customers perceive that a service representative genuinely cares about their experience, they are more likely to become loyal customers.
Q: How can companies integrate empathy training into their customer service strategy?
A: Companies can integrate empathy training into their customer service strategy by providing workshops and role-playing scenarios that focus on understanding customer emotions, practicing empathy statements and developing skills to listen actively and respond compassionately.
Q: What is the power of customer empathy in improving customer satisfaction?
A: The power of customer empathy lies in its ability to create genuine connections with customers, making them feel heard and appreciated, which directly contributes to a better customer experience and increased customer satisfaction.
Q: How can service representatives show empathy during customer interactions?
A: Service representatives can show empathy during customer interactions by maintaining a warm tone, using active listening skills, acknowledging the customer’s feelings and providing personalised responses that reflect an understanding of the customer’s situation.
Q: What are the benefits of fostering a culture of empathy within the service team?
A: Fostering a culture of empathy within the service team leads to improved employee morale, better teamwork, and enhanced customer interactions, resulting in a more positive overall experience for customers and increased customer satisfaction.
