Empathy The Core Component Of Product Management

# ProductManagement #product #design

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Jay Anthony

31 December 20208 min read

Insight 1

empathy

/ˈɛmpəθi/

noun: empathy

‘the ability to understand and share the feelings of another

The meaning of empathy is pretty simple- the ability to understand and share the feelings of another. The difference of meaning changes when we use the word in terms of business. Today people are using empathy in their business too, but how it is used?

Being empathetic provides a kind of satisfaction to the customers. It ensures that marketing is not just about the product but to care about the customers too. For instance, 38% users are most likely to stop engaging with your product/service if there is a lack of empathy.

Jacob Andreou, Product Manager at Snap, Snapchat's parent, held a panel on "Leading with Empathy" at TNW2020. Andreou said during the discussion that empathy is important to construct a company and to connect with customers: "Empathy is the key to the future of marketing and business. I believe in leading empathy and empathy-induced construction firms."

Let’s look at the reasons how empathy is the key to developing a valuable experience for your business and customers:

Empathy brings Innovations

Empathy The Core Component Of Product Management

Merging your product/service with a thought in which you put yourself in someone else’s metaphorical shoes to understand what they’re feeling and why. That is what empathy does to your business. Seeing something from a different perspective is bound to make the innovator understand how it could be done better or what new product should be created.

This is just how Snapchat has applied this empathy in its marketing strategy. Andreou and his team made public a new ‘Best Friends’ feature, which revealed the degree of friendship its users mutually recognize and thus immediately removed the functionality.

Even if the time spent on the app was increased, there were also increased tension and anxiety which is not good for the business or the customer.

Developing empathy outside the business will allow you to develop and promote your customer's goods and services. Monitoring how consumers use and listening to goods and services will make it easier to come up with innovative ideas.

Adapting Empathy Enriches the Customer Relationship

Adapting Empathy Enriches the Customer Relationship

Adapting empathy can improve your company and consumer relationship drastically. It helps you to consider the state of mind of your clients and allows you to handle consumer problems more easily. For companies, sustainable customer relationships are important. You cannot communicate with customers directly without adding the aspect of empathy. Empathy for customers will lead to more pleased and loyal customers. Many consumers purchase products that have an emotional connection with them. Therefore, make empathy an integral part of client contact and experience if you want to repeat clients due to brand affinity.

Empathy let you understand your customers need BETTER!

Empathy The Core Component Of Product Management

You can appreciate your purchasing behaviour and requirements with your customer's shoes. In this way, you can tailor your customer experience to your customer's needs.

For example, if you are in the fashion business, you might be having different dress designs for your different customers. Customers can tailor those dress design according to their needs. 

Concerning the special needs of different clients, the dresses will be designed according to their needs and tastes, so empathy will contribute to a better service for your clients. Regardless of what sort of company you run, empathy will help you give your customers the best goods/services.

Empathy Treats your customer with INTEGRITY and CARE

Empathy The Core Component Of Product Management

Another strong explanation for empathy is that it helps the customers regard them with care and dignity. 

For example, if a large segment of your customers is parents, you won’t be able to disallow eating or playing because parents would require such activity for their child. Respect and concern for your customers will undoubtedly create a memorable experience.

Empathy is going in for the long run!

Some have resonated with a greater understanding and cultural influence of empathy and it seems like it won't leave soon. 

For product managers, marketing managers, and UX teams, empathy is an essential competency. Empathy is a good way to consider the basic needs and inspiration of your customers. It will lead you to make a better product and justify why you are building it for the world.

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Concluding message

A well-designed website for users with disabilities is a site that is more accessible to use for all types of users.

A well-designed digital business can easily explain the process of online buying and selling for users with disabilities and can add more value to the business.

Therefore, add some mint into the users’ cup of tea and provide an accessible zest to your digital assets by making it more compliant.

Feel free to get in touch with TECHVED Consulting!

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WRITTEN BY

Jay Anthony

Marketing Head | TECHVED Consulting India Pvt. Ltd.

He led efforts to develop a fully integrated marketing communications plan and growing team. He is responsible for successful corporate re-brand and update of all branded assets.

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