Customer empathy is about understanding who your customers are, their pains and needs and what motivates them – THEN delivering campaigns and experiences that meet those needs.
It’s empathy that allows us to be open to another person’s point of view, feelings and considering these when we make decisions. Sometimes when people think about automation, even marketing automation, it can seem very removed from this human-to-human connection, but really that’s at the heart of successful customer activation.
Forrester’s 2014 CX study found that emotion “has a bigger influence on customer loyalty” than cognitive or logical factors. Whilst reports by both Forrester and Temkin Group have shown the link between improvements in customer satisfaction and company revenue.