Empathy is a key to understanding and engaging customers and potential customer. It can also be a key to managing their behaviour to drive the lifetime value of each customer. Walk a mile in their shoes – then you can communicate WITH them.  At US airline JetBlue genuine empathy for a customer starts when the […]

Empathy is a key to understanding and engaging customers and potential customer. It can also be a key to managing their behaviour to drive the lifetime value of each customer. Walk a mile in their shoes – then you can communicate WITH them.  At US airline JetBlue genuine empathy for a customer starts when the staff (providing the service) start to think as the customer thinks, acknowledging what they struggle with and the pain points when flying and in their lives more broadly. Empathy, according to JetBlue, involves knowing what the customer is going through and how the brand might be disappointing them – if indeed it is. Developing this empathy involves listening to customers and potential customers and then responding based on what is heard. JetBlue achieved the required empathy by closely monitoring social media threads to determine what customers were talking about and, indeed, complaining about. Instead of…