Businesses must prioritise empathy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 27, 2021, 1:57 PM UTC

Studies show the pandemic has forced organisations to rethink every customer touchpoint and rebuild their customer journeys faster.

Research conducted five years ago found that 85% of brands believed they delivered outstanding customer experiences while less than 65% of customers were unhappy with brand experiences. A host of reasons - including the pandemic - has only intensified this disconnect during the past year.

Young consumers, especially Gen Z, desire seamless cross-channel brand communication and in-app purchasing elements like social commerce. So, brands need to devise new strategies to identify, acquire and retain customers beyond their owned digital properties. To further retention rates and increase the lifetime value of customers, they should prioritise delivering empathetic customer experiences.

Brands should employ customer advocates and pay more importance to empathy. Apart from caring for customers, companies should also care about social issues and the world at large to win and retain customers.

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