Is empathy the new frontier in business?
Posted: July 19th, 2010 | Author: hein | Filed under: Amsterdam, brand development, Empathy, Hash-Tag Model, innovation, strategy, Touchpoint | Tags: Amsterdam, brand development, empathie monitor 2010, Empathy, Fronteer, innovation, onderzoek, research, touchpoints | No Comments »
On July 9th we held a workshop on business empathy with 4 major Dutch companies, all leaders in their category: banking, supermarkets, rice and cable companies.
This workshop was part of the Dutch Empathy Monitor 2010, conducted by Ruigrok | Netpanel in cooperation with Fronteer Strategy. One of the interesting outcomes: there is a positive correlation between empathy and attractiveness.
But how can these four large brands be empathic while serving literally all Dutch consumers between the four of them? How can they understand all these 17 million consumers? The truth is, they can’t. But they can at least start trying.
These are some of the brand challenges that came up during the workshop:
- How can a commodity- or technical brand be empathic?
- Is empathy the reason why people still write us real letters?
- Should we deal with all the millions of expanding on-line touchpoints our brand has?
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