Dec 29, 2020
Why customer empathy should be the heart of any post-pandemic strategy
Raising the bar for customer engagement when consumers needed it most
By: Tiffany Kaminsky, Co-Founder and Chief Marketing Officer at Symend
The global pandemic took the entire world by surprise — and leading enterprises were no exception. Companies had to rapidly adapt how they do business while remaining sensitive to customers’ changing circumstances. Many companies began inundating customers with updates and messages which, in many cases, lacked strategic purpose.
When emotions are running high, it is difficult to predict how customers will react to the messages they receive. One simple miscommunication could rapidly and severely tarnish a brand’s reputation. During these unprecedented times, customers expect a better approach to engagement — an approach that leads with empathy.
Transactional customer relationships have quickly become unacceptable; consumers expect brands to respond to their unique circumstances. By neglecting to lead with a humanized approach, customers feel disrespected, undervalued, and ready to take their business elsewhere. An unsettling message lacking personalization is all it takes to lose them forever.
Delivering the right message at the right time is essential to maintaining high-quality customer service. Using a scientifically validated approach shaped by neuroscience, psychology, and behavioural economics, companies can test, iterate, and optimize the way they digitally engage with their customers. Throughout the pandemic, the Symend Lab conducted extensive web and in-field testing to ensure optimal messaging and customer satisfaction. We can confirm that self-agency and empathy are the most effective behavioural approaches to keep customers engaged.
The proof is in the results. A science-driven approach led to higher quality digital engagements and nearly a doubling of click-to-open rates for a top-tier telecom provider. This reduced inbound call volumes by 85% and increased digital interactions by 220%, and allowed the company to re-deploy customer service teams so they could provide customers with the flexibility and reassurance they needed during this difficult time.
Proactively engaging at-risk customers with a positive, personalized approach is the key to providing excellent customer service at every stage of the customer lifecycle. Leading enterprises are tapping into the science of engagement to drive better business results and better the lives of their customers when they need it most.
