The Return on Empathy (ROE)

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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 -

Business

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The Return on
Empathy!

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Empathy/ the ability to understand and share the feelings of another

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THE RETURN ON EMPATHY!
Why now?
Principles of Organizational Empathy
3 Success Stories

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why now?!

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We are more socially connected than ever

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Yet we are more emotionally disconnected

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The consumer landscape has changed

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From few controlling channels to endless choice

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More information, content & clutter than ever

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Endless choice of products, lots of the same

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The “pretty good problem” has emerged

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It’s very hard to get noticed

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unless we screw up

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As our culture faces a crisis of empathy

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Business faces the same challenge

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Acting without empathy is increasingly dangerous

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Acting with empathy is increasingly advantageous

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Smart advertisers are on it

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But talk is not enough

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Real empathy moves storytelling to story-doing

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Embedding empathy in business

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…to manage risk

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…to build relationships

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…and to inspire innovation

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So how do
we do it?

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PRINCIPLES OF ORGANIZATIONAL EMPATHY!
01 Listening & Implicit observation
02 Relatable experience
03 Empowered people
04 Emotionally intelligent communication
05 Affective solutions

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01 Listening & Implicit observation
02 Relatable experience
03 Empowered people
04 Emotionally intelligent communication
05 Affective solutions
PRINCIPLES OF ORGANIZATIONAL EMPATHY!

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Evolve the suggestion box

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Dig for real-time feedback

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Watch people (permission to be creepy)

Identify opportunities to ﬂip the screen.

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Physically immerse yourself

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Physically immerse yourself
Like MITs Age Lab.
What if marketers were like method actors?

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Mirror the emotional journey

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Simulate the experience
Like USAA employees.

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Put people before policy

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Celebrate success stories

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Authorize autonomous action
Like the Ritz-Carlton

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Trigger emotional understanding.

Like Dan Pink.

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Re-frame truisms.

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Facilitate socialization via story.

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Prepare for timely participation.

Like Nike.

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Embed empathy in products & service.

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Encourage improvement, large & small.

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Find your cultural ﬁt.

Like Outliers.

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See the social in emotional.

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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.!

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1/ Partner Empowerment
2/ Radical Customer-Centricity
3/ Empathy as Global Citizen
APPLIED ORGANIZATIONAL EMPATHY!
3 Success Stories!

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1.  MANAGE RISK
1. MANAGE RISK
ROE/ EMBED EMPATHY IN BUSINESS TO!

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Thanks / Questions

@shazell

As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.

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The Return on Empathy (ROE)

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. 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!

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

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

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

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

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. 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. 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. 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. 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. 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

The Return on Empathy (ROE)

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