TECH BUYER Jul 2020 - IDC Perspective - Doc # AP45984020

Empathy at Scale Explained: Four Customer-Centric Priorities to become an Empathetic Organization

By: Lawrence CheokSenior Research Manager, Sabrina TamayoProgram Manager, Daniel-Zoe JimenezAssociate Vice President, Digital Transformation (DX), Future Enterprise, and SMB, Alan WebberProgram Vice President, Customer Experience


Cognitive empathy is the ability to understand what another person is experiencing from within their frame of reference. To be successful in the future, empathetic relationships between customers and brands must be built upon what the customer wants and how they want to be treated — organizations must be empathetic. To this end, organizations must deploy empathy at scale using technology and data.

"The current wave in customer experience has enabled massive connectivity, reach, and access to customers; but it has also resulted in cold and sterile engagements. The next wave will be to put a premium on using technology to capture, analyze, and predict consumer behaviors to make digital experiences, paradoxically, more human," says Lawrence Cheok, senior research manager, Digital Commerce, and Marketing Asia/Pacific (Excluding Japan).



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