Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Return on Empathy (ROE)

884 views

Published on

Amidst today's hyper-connected business environment, marketers must recognize every interaction as a brand interaction and every piece of communication as potential customer communication. In this presentation I look at how a company-wide commitment to customer empathy is paramount to business performance. With samples and cases the presentations aims to illustrate how today's smartest and most successful brands are translating empathy into advocacy to drive the bottom line. Full presentation on request -

Published in: Business
  • Be the first to comment

The Return on Empathy (ROE)

  1. 1. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! The Return on Empathy!
  2. 2. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Empathy/ the ability to understand and share the feelings of another
  3. 3. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.!
  4. 4. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! THE RETURN ON EMPATHY! Why now? Principles of Organizational Empathy 3 Success Stories
  5. 5. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! why now?!
  6. 6. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! We are more socially connected than ever
  7. 7. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Yet we are more emotionally disconnected
  8. 8. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! The consumer landscape has changed
  9. 9. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! From few controlling channels to endless choice
  10. 10. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! More information, content & clutter than ever
  11. 11. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Endless choice of products, lots of the same
  12. 12. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! The “pretty good problem” has emerged
  13. 13. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! It’s very hard to get noticed
  14. 14. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! unless we screw up
  15. 15. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! As our culture faces a crisis of empathy
  16. 16. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Business faces the same challenge
  17. 17. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Acting without empathy is increasingly dangerous
  18. 18. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Acting with empathy is increasingly advantageous
  19. 19. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Smart advertisers are on it
  20. 20. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.!
  21. 21. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! But talk is not enough
  22. 22. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Real empathy moves storytelling to story-doing
  23. 23. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Embedding empathy in business
  24. 24. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! …to manage risk
  25. 25. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! …to build relationships
  26. 26. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! …and to inspire innovation
  27. 27. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! So how do we do it?
  28. 28. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! PRINCIPLES OF ORGANIZATIONAL EMPATHY! 01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
  29. 29. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! 01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions PRINCIPLES OF ORGANIZATIONAL EMPATHY!
  30. 30. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Evolve the suggestion box
  31. 31. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Dig for real-time feedback
  32. 32. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Watch people (permission to be creepy) Identify opportunities to flip the screen.
  33. 33. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! PRINCIPLES OF ORGANIZATIONAL EMPATHY! 01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
  34. 34. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Physically immerse yourself
  35. 35. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Physically immerse yourself Like MITs Age Lab. What if marketers were like method actors?
  36. 36. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Mirror the emotional journey
  37. 37. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Simulate the experience Like USAA employees.
  38. 38. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! PRINCIPLES OF ORGANIZATIONAL EMPATHY! 01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
  39. 39. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Put people before policy
  40. 40. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Put people before policy
  41. 41. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Celebrate success stories
  42. 42. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Authorize autonomous action Like the Ritz-Carlton
  43. 43. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! PRINCIPLES OF ORGANIZATIONAL EMPATHY! 01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
  44. 44. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Trigger emotional understanding. Like Dan Pink.
  45. 45. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Re-frame truisms.
  46. 46. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Facilitate socialization via story.
  47. 47. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Prepare for timely participation. Like Nike.
  48. 48. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! PRINCIPLES OF ORGANIZATIONAL EMPATHY! 01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
  49. 49. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Embed empathy in products & service.
  50. 50. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Encourage improvement, large & small.
  51. 51. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Find your cultural fit. Like Outliers.
  52. 52. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! See the social in emotional.
  53. 53. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! PRINCIPLES OF ORGANIZATIONAL EMPATHY! 01 Listening & Implicit observation 02 Relatable experience 03 Empowered people 04 Emotionally intelligent communication 05 Affective solutions
  54. 54. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! PRINCIPLES OF ORGANIZATIONAL EMPATHY! EMPATHY IS HARD! FOR INDIVIDUALS, LET ALONE ORGANIZATIONS! THERE IS NO FORUMLA. ! BUT IT IS MORE IMPORTANT! TO LEARN WHAT WORKS! DISCLAIMER/   FOR YOUR TEAM.!
  55. 55. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! 1/ Partner Empowerment 2/ Radical Customer-Centricity 3/ Empathy as Global Citizen APPLIED ORGANIZATIONAL EMPATHY! 3 Success Stories!
  56. 56. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! 1.  MANAGE RISK 1. MANAGE RISK ROE/ EMBED EMPATHY IN BUSINESS TO!
  57. 57. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! 1.  MANAGE RISK 2.  BUILD CUSTOMER LOYALTY 2. BUILD CUSTOMER LOYALTY ROE/ EMBED EMPATHY IN BUSINESS TO! 1. MANAGE RISK
  58. 58. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! 3. INSPIRE INNOVATION ROE/ EMBED EMPATHY IN BUSINESS TO! 2. BUILD CUSTOMER LOYALTY 1. MANAGE RISK
  59. 59. CONFIDENTIAL AND PROPRIETARY! © IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.! Thanks / Questions             @shazell

×