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Empathy at ScaleNithi Vivatrat
SXSW 2015
: the action of understanding, being aware of,
being sensitive to, and vicariously experiencing the
feelings, thoughts, and experience of another
em· pa· thynoun \ˈem-pə-thē\
“The state of empathy, or being
empathic, is to perceive the
internal frame of reference of another with accuracy and with
the emotional components and meanings which pertain thereto
as if one were the person.”
—Carl Rogers“Empathetic: An Unappreciated Way of Being”, 1975
In the Age of the Customer, a company’s
Empathy will be its primary predictor of
long-term business success.
An empathetic organization will cultivate
lasting, positive relationships with its
customers that transcend momentary
challenges or threats.
Companies
Consumers
Huge VolumesIt’s Everywhere
8
25
100
It’sGrowing
Empathy is hard: listening
Empathy is hard: understanding
I couldn’t get any help
No pude conseguir ninguna ayuda
Cdn’t get hlp #servicefail
Q: How was the service?
Good Fair Poor
Requires Interpretation
NPS
Promoters
Social Buzz
Likes
Call Volume
CSat
% Resolution
Inconsistent Measures
Largely Unstructured
95%
Detractors
Empathy is hard: contextualizing
Importance?Significance? Urgency?
Performance
Impact on Satisfaction
Cold EntréeRude Service
Frequency
14
16
“Most people do not listen
with the intent to understand;
STEPHEN R. COVEYAUTHOR OF “THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE”
They listen with the intent to reply.”
