Understanding the customer and prioritizing empathy can create harmony that fosters customer loyalty and positive word of mouth
By: Terrel Transtrum
If Brand Experience is about making promises, then Customer Experience is about keeping them.
Over the past few years, customer needs and expectations have dramatically changed. Digital technology has become a significant part of the customer experience, forcing organizations to adapt quickly. However, while technology is essential, it’s not the only factor. Understanding the customer is crucial to creating engaging digital experiences that contribute to the overall customer experience.
It’s no surprise that many organizations prioritize technology over customer empathy and focus on customer understanding later in the process once they set technology plans into motion. Operational efficiency, for example, typically prioritizes automation over empathy toward the customer. This back-to-front approach might explain why some leaders view customer service teams as “mop-and-bucket” crews paid to hear complaints and clean up boo-boos.