Ask yourself – do you really know your customers?
A customer empathy map is a human-centred model that will help you to become better engaged with your customers and gain a deeper understanding of what emotions they are feeling when they interact with your brand.
Creating a map challenges you to look at things from your customers’ perspective. The process should give you valuable insight to help develop many aspects of your business – from your brand messaging to service design.
The customer empathy map is designed to capture six key aspects of an individual’s emotional landscape.
Think & Feel – what things do your customers think and feel – what are their main worries, hopes and preoccupations?
See – what do you customers see when they are out and about (and on-line)? Where do they get their information and what affects their decisions?
Say & Do – what kind of behaviour do your customers exhibit. How do they behave towards others? What is their attitude like? How do they act and appear in public?
Hear – what messages do your customers hear? Who do they take notice of? Who influences their decisions and how? Do they get mixed messages or false information?
Pain – what things frustrate your customers? What are their fears? What obstacles do they need to overcome?
Gain – what things do your customers aspire to? How do they measure success?
It can be used represent all types of customers, including those you’ve lost or want to win.