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  • Vivien Koh

How to Win Customers with Empathy Marketing

Are you finding that your brand messages are not getting through to your customers?


Maybe it is time to relook at how and what you are communicating to them. A study conducted by PwC indicated that 59% of consumers feel that companies have lost touch with the human element of customer experience. With consumers being bombarded with tons of messages from a multitude of brands, it is important that you understand what it is that would make your customers stop to listen to what you have to say. And how exactly do we go about attracting the attention of our customers? Through empathy marketing.


What is Empathy Marketing

Before coming to understand what empathy marketing is, marketers need to be conscious of the difference between empathy and sympathy.


Sympathy involves understanding another party from your own perspective. In other words, feeling for you. Empathy, on the other hand, is feeling with you. It is the ability to put yourself in the other party’s shoes and understand why they may have these particular feelings.


From the definition, you can probably conceive that empathy marketing is seeing through your customers’ eyes. It is imperative for your business to have a deep understanding of who your customers are, what motivates them, and what challenges they face. From there, you would have a better understanding on how exactly to cater to their needs, essentially serving your customers with more accuracy and differentiating yourself from competitors.


Why You Should Embrace Empathy Marketing