{"id":16386,"date":"2018-10-10T09:13:54","date_gmt":"2018-10-10T15:13:54","guid":{"rendered":"https:\/\/www.fullcontact.com\/?p=16386"},"modified":"2022-04-28T00:27:15","modified_gmt":"2022-04-28T06:27:15","slug":"make-empathy-part-brand-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.fullcontact.com\/blog\/customer-experience\/make-empathy-part-brand-marketing-strategy\/","title":{"rendered":"Make Empathy A Part of Your Brand Marketing Strategy"},"content":{"rendered":"

When speaking to another person who may not understand what you\u2019re saying, do you resort to speaking louder or becoming more animated?<\/span><\/p>\n

Has that <\/span>actually<\/span><\/i> ever helped someone understand you better?<\/span><\/p>\n

If you\u2019re shaking your head no, I empathize with you. That is to say, I totally get it. When someone misses the point of what I\u2019ve said, I often say it right back to them with a different inflection. <\/span><\/p>\n

And when they still don\u2019t understand, I try to use an analogy or relate my point to their personal experience, which often yields better results.<\/span><\/p>\n

Empathy is a big part of communication, so it\u2019s surprising to see that as marketers, we don\u2019t always take that approach. We tell our customers what we want them to hear without first considering if they actually care about what we are saying.<\/span><\/p>\n

You need to have empathy to solve business problems for your customers. In order to solve the problem, you have to understand why the problem is occurring. <\/span><\/p>\n

Take it from our CEO, Bart Lorang, who stated:<\/span><\/p>\n

\n

\u201cIndividuals gravitate to people and companies they can trust. <\/span>
\n<\/span>Trust is driven by empathy and understanding. <\/span>
\n<\/span>Understanding is driven by insights. <\/span>
\n<\/span>Insights are driven by data.\u201d<\/span><\/p>\n<\/blockquote>\n

Why is it important for brands to be more empathetic with their customers? We asked marketing and data experts to share their opinions at our <\/span>Connect \u201818 conference<\/span><\/a> in June. Here\u2019s what they said.<\/span><\/p>\n