Why should we bother with Customer Empathy? Many time we have seen the results. Either you deal with Customer Empathy or you deal with Customer Anger. It is much more efficient to deal with Customer Empathy when you define an offering than dealing with Customer Anger to fix the offering.
Sadly, most the time Information Technology initiatives are based in what we as Information Technology professionals think the customers want. At best, we have Information Technology empathy – we understand what Information Technology values.
Information Technology Empathy
So what happens when we have Information Technology Empathy? One might suggest that we can improve the cost side of the equation. Perhaps if we have Information Technology Empathy, we can reduce cost and become more efficient. Sadly, many times having Information Technology Empathy may not reduce costs. We may pursue Information Technology goals that may increase costs. And then the customers doubly suffer – we expend budget that makes their lives worse. 😦
Many times this happens with Package Implementations. Software Packages are chosen to reduce risk from the Information Technology point of view. (Information Technology Empathy) Frequently the new Software Package reduces the value delivered to customers. Very rarely do you hear about customers extolling the virtues of the new Software Package – at best you hope the Customers don’t lose functionality.
Only with Customer Empathy can we improve the revenue side of the equation. If we truly understand what the customer values, we can design new products and services that they are willing to pay more for. Strangely enough, Customer Empathy will also allow us to improve the cost side of the equation. By knowing what the customer values, we can also understand what costs the clients will accept and potentially which areas could be trimmed without affecting customer value.
Many times we see plans being put in place assuming we know what the customer values. There almost seems to be a hesitation to ask the customers what they want. In this fast-paced world with so many options, be warned. If you aren’t going to ask your customers what they want, someone else will.