Companies need high levels of customer empathy to deliver great customer experiences, concludes a recent report by Forrester Research.
The April 26, 2017 report -- "Customer Empathy: Three Essential Strategies for Cultivating It in Your Organization" -- explores three strategies and 17 tactics that Forrester's research shows CX professionals use to build customer empathy.
Among the tactics cited is projekt202's work to transform employees into customer surrogates.
"To help a health insurance company improve its claims processing tools, software design and development firm projekt202 had executives and stakeholders become stand-ins for the customer during a workshop. To aid in this act of imagination, projekt202 assigned participants, including the CEO, a specific persona and had them wear a smock color-coded for the persona," the report states. "It then told them that while wearing the smock, they had to become and speak for the persona, taking on the persona’s perspective based on the data provided."
Exercises such as this are pivotal in helping company leaders gain clarity in knowing their specific target audiences.
Said Aliza Gold, projekt202's Vice President of Experience Strategy and Insight (ESI), "Savvy CEOs are the ones who recognize that customer experience and having a robust understanding of their customers are number-one priorities. The key driver for turning customers into loyal brand advocates is a genuine understanding of and empathy for their wants, needs and motivations."
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