Have you ever been empathetic ? I guess, No One can ever be sincerely empathetic for anyone. I admit, I have never been. After all, You, Me & Everyone is Selfish to a point that we do empathize, but are seriously not deep down within. To express Sympathy in simpler terms, it is "more than feeling compassion or sympathy for another person, empathy puts you in their shoes to feel with them or as one with them."
For Marketers, the ball-game is a bit different. Ray states "Empathy is critical to any marketer. In fact successful Marketing is steeped in the ability to empathise. With consumers. The ability to see things from their perspective. Take any service encounter. The best way to to manage this dynamic scenario is by being empathetic. The customer at your store comes in with a perspective that's his own. His queries arise from his personal 'store-view'. He sees and interprets your store based on a psyche that's uniquely his. Sure, he may turn out to be like an earlier customer, yet what he sees, is his own world. Managing him requires a marketer to walk that world".
And so does Seth say, "Empathy is a hugely powerful marketing tool if we use it gently, being sure to leave lots of room for error. When we say - Oh, you did that to make a quick buck or you did that because you hate that guy or you did that because you're a man...; we've closed the door to actually allowing people to write their own story and you make it difficult to learn what actually makes them tick".
Sure, you are right, if you say Empathetic Marketing is what would sell and woo your customers, more so because it is still recession. I have always believed that Empathy is Marketing has always been the under-appreciated element in sustaining Customer Loyalty. The overall approach in addressing the current consumer reality has in verity become an old trick of the trade; and for the present, it should be given a pause.
For Marketers, the ball-game is a bit different. Ray states "Empathy is critical to any marketer. In fact successful Marketing is steeped in the ability to empathise. With consumers. The ability to see things from their perspective. Take any service encounter. The best way to to manage this dynamic scenario is by being empathetic. The customer at your store comes in with a perspective that's his own. His queries arise from his personal 'store-view'. He sees and interprets your store based on a psyche that's uniquely his. Sure, he may turn out to be like an earlier customer, yet what he sees, is his own world. Managing him requires a marketer to walk that world".
And so does Seth say, "Empathy is a hugely powerful marketing tool if we use it gently, being sure to leave lots of room for error. When we say - Oh, you did that to make a quick buck or you did that because you hate that guy or you did that because you're a man...; we've closed the door to actually allowing people to write their own story and you make it difficult to learn what actually makes them tick".
Sure, you are right, if you say Empathetic Marketing is what would sell and woo your customers, more so because it is still recession. I have always believed that Empathy is Marketing has always been the under-appreciated element in sustaining Customer Loyalty. The overall approach in addressing the current consumer reality has in verity become an old trick of the trade; and for the present, it should be given a pause.
It would actually excite me to observe when and whether the marketplace awakens to the new consumer reality, and by what means of communique which would demonstrate to a beleaguered consumer that someone is "with them or as one with them." As goes the saying, "They say people use only 10% of their brains. I think a bigger problem is that most people use only 10% of their hearts."
Sphere: Related Content
Posts
0 Comments:
Post a Comment