Friday 7 February 2020
In the digital age, when customers are more knowledgeable and have higher expectations and more choices than ever before, a company’s fortunes rest on its ability to tune into their feelings and create an emotional connection. As vital as empathy is, however, it can be elusive in an app-driven world that tends to create distance between companies and their customers’ actual human experience. Compounding the challenge, many businesses now rely on data, rather than what they see and hear, to ascertain customer preferences. (More on that in a bit.) Nevertheless, empathy remains the necessary starting point to understanding customers’ motivations,…
This story continues at The Next Web
