What is a Customer Empathy Map

What is a Customer Empathy Map

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A Customer Empathy Map is an incredible tool that helps organizations to unlock greater power in the customer experience. It can be used by itself or be used in conjunction with other cx tools including customer journey maps, customer personas, service blueprints, motivation matrix, mind maps and more.
This human-centered design tool helps you to obtain great clarity and understanding of how to get into the hearts and minds of your customers. You dramatically increase your individual emotional intelligence about customers when you use a Customer Empathy Map. This enables you with the opportunity to raise organizational emotional intelligence.

“Map More Empathy into Your Customer Journey” Click to Tweet

Beyond perspectives and assumptions
Using it can go beyond gaining more perspective about your customers, to actually becoming smarter about your customers.
The collaborative energy created by using a tool such as this assists in developing a more agile organization. It will help you to more rapidly respond to the changes in customers and competition.
A Customer Empathy Map can be used to represent types of customers, gender segments, age groups, end-users, partners, lost customers, and non-customers, and employees.
Some common uses for a Customer Empathy Map include:
Creating detailed customer personas
Greater understanding of the key differences in customer segments
Gaining deeper understanding into customer journey maps
Developing vibrant user stories
Enhanced insight development when combined with voice of the customer data
Uncovering ways to improve your product or service
Developing new products and services
Spawning greater innovation 
Why does a Customer Empathy Map look like this?
We have learned that 90% of the customer experience is based in emotions. Therefore, a Customer Empathy Map targets the emotional sensors of customers so you are able to increase your emotional intelligence. You learn more about their emotions and become more self-aware as an organization. This Customer Empathy Map contains a problem statement, actions to take, action owners and six sections:
Think & Feel
See
Say & Do
Hear
Pain
Gain
There is also a specific order to complete these sections. Based on your product or service and business objectives you will need to complete sections in the appropriate order. For example, in an extremely competitive landscape you should complete what customers “hear” first because they are probably hearing a lot of mixed messages, false messages, and fear-based messages that will help bring a more clarified perspective when completing subsequent sections.
What you must guard against
You will also need to avoid the trap of bias coming into your idea generation. One is the framing effect that occurs when you are thinking about the customer operating in your environment and you being very familiar with how you “want” customers to think and behave.
Confining your idea generation to this context will limit your ability to grow deeper relationships that enrich their whole life versus merely the life they have with your company or organization. Limiting your thinking in this way limits your relationship potential with customers.
A more powerful bias is Construal level theory (CLT). This theory in social psychology describes the relation between psychological distance and the extent to which people’s thinking is abstract or concrete. Idea generation requires abstract thinking. If you do not separate yourself well enough from the customer you will limit your big picture thinking and get caught up in focusing on process details. You end up replacing customer emotions with your own emotions.
I need a Customer Empathy Map?
Unless you are a gifted mind-reader, you do. Too many stakeholders create perceptions about customers. These perceptions are then used to develop actions, based on these perceptions. This is tantamount to mind-reading. It’s foolish behavior, but we all innocently fall victim to it. A Customer Empathy Map helps to prevent us from being our own worst enemy when we attempt to gain better understanding of our-self and customers.
The Customer Empathy Map can be used in any business or organization. It provides a greater connection into a key component of your company’s success. You will be able to better improve the customer experience by increasing your emotional intelligence by using this tool. It encourages collaboration and lets people experiment with their visual creativity. Using the Customer Empathy Map results in employees becoming more engaged with customers and excited about their new found understanding and appreciation.
Others of interest:

Emotional Intelligence in the Customer Journey

Emotional Intelligence in the Customer Journey

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New findings on leveraging Emotional Intelligence in the Customer Journey will be taking center stage in Miami. I will be delivering new data as to why more than 50% of customer journey mapping projects fail. Why customer experience ratings continue to tumble…and what to do to prevent it.
I will be presenting new insight into the customer journey at Enghouse Interactive’s customer conference (Enghouse Engage 2017) being held May 1-4, 2017 in Miami, Florida at the Conrad Hilton. The event is actually being opened up for all to attend. It’s not your typical user conference. And you can get a 10% discount when you use the code: REMBACH.
Emotional Intelligence in Customer Experience
As I continue to learn and grow The Emotional Intelligence Customer Experience Design™ (EQCX) framework I’m gaining more insight from related, yet (until now) unconnected areas of Neuroscience and Psychology.
With the increasing amount of research that’s being conducted in various areas you can see a clearer path into how to disrupt your competition. While the path is not a short one, the understanding on how to be able to accelerate your velocity is becoming more clear.
A Sneak Preview
One of the frameworks I’m going to share during my keynote is called the Tactical Decision Model. Decision-making has long been studied to understand the process of selecting an effective choice – given your desired outcome. Studies of decision-making can be extended from a personal level to a group and collaborative level. Many Artificial Intelligence systems and bots use decision-making models to help them support people in making the right decisions or to enhance the customer experience.
We humans use this framework work and live. We have laws that we follow and use them to guide our principles which we use to create our rules and practices which helps us to build patterns and habits we follow.
At work and home
We are using this framework everyday at work when we create and re-engineer our processes and procedures. Sometimes you are conducting work defining rules, or you may be training people to build good habits and adhere to business practices.
So as you see the laws, principles and rules we follow point our practices and patters in a particular direction. And there are a few flaws with some rules and practices of business that are driving the 50% failure rate with customer journey mapping projects and ultimately the customer experience.
Regardless if you are consciously aware that you are living your work and home life using this framework, your subconscious mind is using this framework every day. And it’s combining it with your past experiences and new inputs – and it’s being influenced and filtered by your genetics and personality to determine your thoughts and actions.
This is our own unique operating system. It’s what makes humans so complex to predict. But it is a framework that humans use. But it susceptible to getting hijacked.
What does it and how can you use it to your advantage to unlock the power of the customer journey?
In Miami
I’m going to reserve the rest of the story for Miami. You can get a 10% discount when you register at https://enghouseengage.eventgrid.com/ and use the discount code – REMBACH

Experience the Journey, explore CX innovations with Jim Rembach in Miami Click to Tweet

Engage 2017
Engage 2017, Enghouse Interactive’s customer conference is being held May 1-4, 2017 in Miami, Florida at the Conrad Hilton. With its theme, “Experience the Journey,” Engage 2017 will convene many of the world’s foremost experts with whom Enghouse Interactive customers can interact to glean coveted insight and discuss the latest breakthroughs in customer experience management.
54 Emotional Intelligence (EQ) Competencies List: Emotional Intelligence has proven to be the right kind of intelligence to have if you want to move onward and upward faster. Get your free list of the competencies you need to develop to improve the customer experience.

Customer Service Reps Exposed: An Ongoing Cover Up

Customer Service Reps Exposed: An Ongoing Cover Up

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