The Experience Journal: Digital Empathy in CX

Our latest whitepaper on why and how digital empathy in CX measurement can affect the prospects of an organization in the long term. [experience-journal-type] Issue 02 March 30th, 2022 Competence is Not a Differentiator, Competence with Empathy is Opening up the next frontier in retention and growth [Excerpt](113/c2fql04/VVLNLz4FdhYHVYMXYs91Tq-lW4WpcsS4Hgys6N91mn8J3lLBZV1-WJV7CgSlrW6R9DHH4hT5MMW2yDSV313lvTpW7vntxn7pL4lhN66kxZKPLxlwN4xZkZPjgStfW3c0Jbv6KCVwHN33ypRd8Fb3RW7Wmln_15dv9vW8Cjdb02S45skW1cDXVs1RL64NW6p50558-kVslVLJNjb1_1NS7N9lSCFYsMbr1W2YHYW77LsVJnVT7tgP3QqWnKW72gfYw8yYhKXW4G5Hz07Y_yTMW6Dcwz92QJgvCW7JDjQs3RX0PSW78LNxC86q_N9W890J5S8m_mSsW3gJ6jB34_qGXW5hybXv2SQgQQW5w-Rf06tVH8MW7D-2Dc8xmhyVW8J9sJD6PvD3D3f6q1) Research shows that emotions are the key factor when making a decision. Without any emotions, we are not able to decide. This is an important insight and essential to know when doing business. With more interactions happening digitally, it has become harder to understand the emotions created by a company’s operations, yet customers still expect to be understood how they feel. And empathy – understanding how others feel and acting accordingly – is the biggest driver of loyalty and repurchase. Future-oriented companies understand that Customer Lifetime Value (CLTV) is a more critical indicator than Acquisition Cost. While lots of solutions offer segmentation based on transactions or customer journeys, Digital Empathy adds the important third dimension: allowing to predict the likely emotional state of customers and the likely behavior this is likely to drive. [Read the full article](113/c2fql04/VVLNLz4FdhYHVYMXYs91Tq-lW4WpcsS4Hgys6N91mn8J3lLBZV1-WJV7CgJP0W4f8Bjm1n2W_sW1rY8r05HVbrqW115s3y9ft-F-W3sYQ2b6h4DllW6g9n1-7CVJT6W63TRtQ5m5LxLW4nqFzX93wXw9W5x3c_r1Ydl-PW8mR8SK80S6G-W7bmmqy1_cJtGW3rcLxT153WVYW68ZkF9506kmyW6f595y1YSfTDW35Whvk1HbkvfW5WxWTJ13R-frW8PgdCZ6SRRYPW1FzPFr6sX7M9W8wKC-P19Pv86W64Bc1S567dVNVPLfGm4X1p5-W48HkTp1-S8CyW3q4lsG3Hw2ZYW7Sltbd2G2ZQLW1lyw7f8pTt3ZW8y_BMZ2M8LDtW7Bf5Cr1Gpj_23q4r1) Digital Empathy can be embedded within operational systems, providing automated decision-making based on the optimal next best action to take at the individual customer level. Using Digital Empathy in practice and at scale starts with Predictive Behavioral Analytics, combining data science with behavioral science to understand and predict human behavior. When we think of a company being empathetic in its CX activities, what we really mean is that the customer (whether being engaged on an inbound, outbound, reactive or active basis) has received messaging and behaviors that have created a desired emotional effect. The result is a customer experience that feels more ‘human’ and in touch with their needs – one for which they will pay more, be more loyal to and recommend. [Read the full article](113/c2fql04/VVLNLz4FdhYHVYMXYs91Tq-lW4WpcsS4Hgys6N91mn8J3lLBZV1-WJV7CgH-JW6NkQZs4ZH0G4W2Z3HgR7TtkNGW4F420Z5_hMm6W4GM4VL1c7QHXW6n2PpX8m48BZW5KnR2g5wcsFqW2YcQXn721xspVqRPYK6ccZjfW7lc-XJ41svs3W2cb7jS8tBsLFW2lxcnD7zhx-wVVXbgn5h1lTzN1DT-9y3Y_DgW4gdp-l8GRQJDN1SDCpwMfD1LW9b9Qfp17WZWWW8Y2TBl933nnZW8w5jcp3nYHdZW2P7mxV2w4120N5-sQ5cScn14M1PRcgsqkw5W6YC-vG7VHf1_W382pWv7fxK_nW27FBwm9k0MRRN6QDKCTWJvmQW8_dscM4sM7G13m-H1) Authors [Jonathan Hawkins Anthrolytics] Jonathan Hawkins Founder and CEO, Anthrolytics Combining his experience in the Customer Experience Management business with the latest thinking in Behavioral Science and Artificial Intelligence, he formed Anthrolytics to bring Customer Experience Management to the next level. 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