N.Vivtrat SXSW15 Clarabridge
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The document discusses the importance of empathy at scale for companies in the age of the customer. It argues that an empathetic organization that can cultivate lasting, positive relationships with customers through understanding their feelings, thoughts, and experiences will have long-term business success. However, developing empathy at a large scale is challenging as it requires companies to listen with understanding rather than just replying, contextualize customer feedback regarding importance and impact on satisfaction, and interpret feedback from various inconsistent measures and sources that are often unstructured.
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N.Vivtrat SXSW15 Clarabridge
- 1. Empathy at Scale Nithi Vivatrat SXSW 2015
- 5. : the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another em· pa· thy noun ˈem-pə-thē
- 6. “The state of empathy, or being empathic, is to perceive the internal frame of reference of another with accuracy and with the emotional components and meanings which pertain thereto as if one were the person.” —Carl Rogers “Empathetic: An Unappreciated Way of Being”, 1975
- 9. In the Age of the Customer, a company’s Empathy will be its primary predictor of long-term business success. An empathetic organization will cultivate lasting, positive relationships with its customers that transcend momentary challenges or threats.
- 11. Huge VolumesIt’s Everywhere 8 25 100 It’s Growing Empathy is hard: listening
- 12. Empathy is hard: understanding I couldn’t get any help Nopude conseguirninguna ayuda Cdn’t get hlp #servicefail Q: How was the service? Good Fair Poor Requires Interpretation NPS Promoters Social Buzz Likes Call Volume CSat % Resolution Inconsistent Measures Largely Unstructured 95% Detractors
- 13. Empathy is hard: contextualizing Importance?Significance? Urgency? Performance Impact on Satisfaction Cold Entrée Rude Service Frequency
- 16. “Most people do not listen with the intent to understand; STEPHEN R. COVEY AUTHOR OF “THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE” They listen with the intent to reply.”
Editor's Notes
- : the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another of either the past or present without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner
- -- sellers used to have assymetric information, and there wasn’t much choice. And if customers were unhappy, limited ability to complain. -- power has shifted from seller to consumer -- consumers are more educated and mobile -- consumers have choice – Amazon – Lisa’s company -- consumers have a voice -- that is the world our customers operate in -- that's why CEM is important
- -- sellers used to have assymetric information, and there wasn’t much choice. And if customers were unhappy, limited ability to complain. -- power has shifted from seller to consumer -- consumers are more educated and mobile -- consumers have choice – Amazon – Lisa’s company -- consumers have a voice -- that is the world our customers operate in -- that's why CEM is important