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Utilizing customer empathy in CRM processes

Companies like Uber and Square are innovative digital companies, that utilize a secret weapon in their industry – empathy. Companies like this are often called digital disrupters. They are pushed to the customer forefront by having empathy for customers dealing with bad systems and processes. Especially in CRM processes, a little bit of empathy can go a long way.

According to a public report by Gartner in 2016, through 2020, businesses that reflect empathy towards their customer in some way when deploying their CRM technology, are three times more likely to fend off a digital disrupter. This requires full commitment to the customer experience from every department, including the very top. Every business should know how their individual interactions impact the holistic customer experience. They should also set goals that optimize customer empathy.

Firstly, in order to be empathetic, companies need to understand what makes their customers behave as they do. The best way to do this, is to listen to the customers and get feedback directly from them. Organizations have an abundance of information to analyze, such as past customer service interactions and customer surveys. This information can be harnessed and put to good use.

To make empathy a company-wide initiative, companies should try to engage with employees, customers, prospects and partners in the same way. This is only possible with the right kind of software, especially CRM software. Bad software design is a sure signal that the company lacks empathy for its employees and customers.

Consideration of customer empathy is a must if a business wants to take a leap forward. The better you understand your customer, the better your business will be. Also, the more you utilize empathy in your business tools and processes, the more you will win.

Source: Zendesk

Demeter ICT Co Ltd.

Zendesk Partner in Thailand
097-008-6314 (Sales)

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