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Using the Empathy Map to understand your customers

16 March 2019, 10:00 am by Samantha Garner

(Click the image to zoom in)

Last week, we talked about the Empathy Map, a fantastic tool that helps you truly understand your customers, so you can more accurately deliver a product or service they’ll love.

This week, we’ll dive a bit further into the Empathy Map.

The empathy map has seven quadrants:

1. Who are we empathizing with?

Briefly define your typical or average customer here. You can give your customer a name, and briefly describe their characteristics like age, income and job as all well as their personalities or social status, their situation, and their role in the situation.

2.What do they need to do?

We are still in the Goal quadrant of the Empathy Map, so what do they need to change to reach their goal? What decisions do they need to make? What will trigger them to be successful, and how can we find out if they’ve succeeded?

3.What do they see?

What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and doing? What are they watching and reading? All this information is valuable to understanding their external stimuli, how this is affecting them, and how this might impact the decisions they make.

If you have empathy, you can talk to your customers and present them with solutions that will allow them to reach their goals.

4.What do they say?

What have we heard them say? What can we imagine them saying? What are their reactions? What are they talking about with friends, colleagues or family members?

5.What do they do?

What is their actual behaviour? How are they behaving and why? What can we imagine they may do?

6.What do they hear?

What do their friends, colleagues, and others say? What do they hear secondhand?

John Gay, an English poet back in the 1600s, wrote: “Tell me, and I forget. Show me, and I remember. Involve me, and I understand.”

You can hear all you want, and you may be influenced by what others say, but you are convinced when you get involved. If you need to buy a car, you need to try the car, get involved with it, drive around to make a decision. Companies need to get involved with their customers. But for a customer to get involved with a company, the company needs to design great customer experiences. Empathy is key!

7. What do they think and feel (pains/gains)

What do they fear most? Are they frustrated, anxious, or even worried about their present situation? Identify their pain points. Then, identify their gains, their dreams, and hopes. What do they want? What are their pains and gains?

For more about the Empathy Map and how it can help your small business, check out Class 3 of our 100 Essential Small Business SkillsTM program!

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