Empathyin BusinessBelinda ParmarMartin Richards

“You’re not getting a refund so f*ck off.We don’t want to hear your sob stories.What part of ‘no refund’ don’t youunderstand?”

LADY GEEK’S EMPATHY BRAND INDEX

Top 10 Bottom 10

1 ? 91 JD Sports

2 Microsoft 92 Starbucks

3 Audi 93 Twitter

4 Three.co.uk 94 EE

5 John Lewis 95 Metro Bank

6 Sony 96 Vodafone

7 Google 97 Lebara BV

8 Nike 98 British Telecom

9 Direct Line Insurance 99 Ryanair

10 Boots 100 Carphone Warehouse

“If I’d known being nicer to customerswas going to work so well I would havestarted many years ago.”Michael O’Leary CEO Ryanair

Defineempathy.

Dispellingmyths aroundempathy.

Examplesof empathicbehaviour.

Empathizer Systemizer

E-Type S-Type

EMPATHY IS...Emotional connectivity,a sense of Reassurance,and an aura of Authenticity.

MYTHREALITY

Empathy is a soft, fluffytool best relegated to theHR department.

Empathy is a predictor ofcompany growth.

There is a correlation between empathy and change inmarket share

And this relationship becomes even stronger when we lookat one component of the Empathy Score - Social Media

There appears to be no relationship between traditional metrics,such as satisfaction and change in market share in the car industry

Postal, Retail and FMCG are themost empathic sectors on social media

$100,000

In the L’Orealsales-force, the best

empathisers sold nearly$100,000 more per yearthan their colleagues.

Waiters who are betterat showing empathy

earn nearly 20% more intips.

£ £

Even debt collectorswith empathy skillsrecovered twice as

much debt.

6%

Our own empathytraining with Telefonica,led to a 6% increase incustomer satisfaction

amongst men andwomen in only 6 weeks.

MYTHREALITY

You are born with acertain amount ofempathy.

The levels of empathy youend up with do not correlateto those you begin with.

MYTHREALITY

Showing empathy isabout solving otherpeople’s problems.

You need to identify theemotion first.

SOCIAL MEDIAHAS CHANGEDEVERYTHING.

LADY GEEK’S EMPATHY BRAND INDEX

Top 10 Bottom 10

1 LinkedIn 91 JD Sports

2 Microsoft 92 Starbucks

3 Audi 93 Twitter

4 Three.co.uk 94 EE

5 John Lewis 95 Metro Bank

6 Sony 96 Vodafone

7 Google 97 Lebara BV

8 Nike 98 British Telecom

9 Direct Line Insurance 99 Ryanair

10 Boots 100 Carphone Warehouse

#21

CUSTOMERSLOVE AMAZON,

THEIREMPLOYEESHATE THEM.

#87

THERE’SGLAMOUR,

BUT NOEMPATHY ATSELFRIDGES.

#5

JOHN LEWISARE HAPPY

TO HELP OUT,BUT ONLY IF

YOU’RE HAPPY.

#22

HSBC ISTHE MOSTEMPATHICBRAND ON

SOCIAL MEDIA.

LinkedIn Twitter

@NHSEngland @NHSChoices

@GiveBloodNHS @GiveBloodNHS

Who isresponsible forempathy?

Where is yourempathy deficit?

How effectiveare yourprogrammes?

#EMPATHYPAYS

www.ladygeek.com @ladygeek @belindaparmar