2.3 Using Empathy to Strengthen Communication

Empathy Mapping the Customer Experience.

After conducting market research, it's now time to empathise with consumers and embrace their feedback, a process known as "Empathy Mapping".

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After conducting market research, it's now time to empathise with consumers and embrace their feedback, a process known as "Empathy Mapping".

Empathy Mapping the Customer Experience

People's mindset has changed and with it the specific needs of consumers. As a business, it is fundamental to understand these changes: if you want to be relevant to your customers, you must understand their needs.

The best way to capture these needs is to put yourself in the shoes of your customers, a process known as 'Empathy Mapping'.

Empathy: the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another individual.

In this process, you map out the needs of your customers in four steps:

Name who they are

According to the data you have collected and your experience who are the "users" involved? Name them.

  • Have they changed from before or is it the same reference group?
  • Try to define who is your 'typical' new customer.

Point out their needs

What has changed in the the needs of your customers? Point these changes out.

  • What are their needs now?
  • How do they differ from their previous needs?
  • What are their most urgent needs?

Write what they do on a daily basis

How do customers behave and think on a daily basis? Put yourself into their shoes.

  • What do they do on a daily basis?
  • How do they think?
  • How do they behave in their natural environment?

Add what they struggle to do

What do your customers find particularly difficult to achieve? Address their struggles.

  • What are their new struggles?
  • What are they trying to achieve?
  • Where do you find pain points across their journey?
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After conducting market research, it's now time to empathise with consumers and embrace their feedback, a process known as "Empathy Mapping".

Template material