Main Takeaways: Learn ways to explore customer empathy for various user scenarios. Ensure everybody on the team is able to empathize with the customers while building an effective solution. Embed customer feedback/sentiments while designing your solutions.

1. Customer Empathy 101
by Microsoft Sr PM
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6. Customer Empathy
Meha Sharma
Senior Product Manager,
Microsoft

7. Agenda
► What is Customer Empathy?
► Why does Empathy matter?
► How can you embed customer feedback and sentiments
while designing your solutions?
► How can you bring awareness amongst your team
members?
► Success Stories

8. What is Customer Empathy?
Customer empathy is like
walking a mile in your target
audience’s shoes and
understanding how your
service/solution fits into
their ecosystem and lives.

9. Customer
Does/Does
not do
Says
Thinks
Hears

10. Why does Empathy matter?
Enhance Customer Experience
Drive Sales
Ensure Customer Retention

11. How can you embed customer feedback and
sentiments while designing your solutions?
Focus
Sessions
Market
Analysis
User
Research/Survey
Issues
1. Gather
information
about users
interact with
your product or
service.
2. What are the
pain points for
most users?
1. It is necessary
to understand
where the user
behavior is
shifting.
2. Identifying ways
that influence a
user’s behavior
– how they
think, what they
value.
1. Identify users
into various
groups based on
their interaction
with the
solution.
2. Build Agenda for
each user
group.
3. Build authentic
connection.
1. Recognize and
summarize the
issue.
2. Withhold
judgement
3. Build authentic
connection

12. Synthesize all the information
► Look out for themes
► Create roadmaps
► Identify factors that will influence your design decisions:
► Increasing the customer base
► Revenue
► Improving customer experience
► Prepare communication plan
► Tools aka Practices:
► Design Thinking
► Product Thinking

13. How can you bring awareness amongst
your team members?
Developers
•Include them in
focus sessions
•Share customer
stories,
responses with
them
•Drive the
feature
requests with
outcomes
Sales
Rep
•Have open
ended
conversations
•Asking the
5-whys or
6-whys
•Focusing on
motivation to
use a feature(s)
Stakeholders
•Share real
customer
stories
•Share usage
data and
metrics

14. Success Stories

15. Buy online, pick-up in store (BOPIS)
Source: Shopify

16. Make your team experience what your
customers feel
What
• Help low-income consumers manage their utility bills
How
• Provide alternatives ways to make payments
• Energy audits, high-efficiency options
Impact
• pilot customers used 20 percent less electricity, reducing
their bills by $200 per year
• 95 percent of participants paid their bills in full and on time
Source: Harvard Business Review
Customer- Friendly Utility Bills

17. Thank you!
Connect with me:
LinkedIn: @mehasharma

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