We toss the word empathy around these days, especially in customer experience circles. And while most of us agree it’s vital to have and show empathy with customers, many rarely go beyond that in really capturing the touchpoints to understand emotions. The best customer-centric organizations leverage customer empathy to create a more positive journey for all customers.
Customer journey maps should highlight where empathy is critical to the emotional path your customers take with your brand. Many maps highlight the big ways of delight and disappointment. But, customers interact in big ways and small with your brand. Don’t reserve empathy for one set of customers or only the big touchpoints.
