The Empathy Monitor 2010 – Results and Reactions

Fronteer Strategy and Ruigrok Netpanel have launched the Dutch Empathie Monitor – all results can be found on the website. It ranks major Dutch brands on perceived empathy, attractiveness, innovativeness and approachability levels. The research has been done with 1700 Dutch people 18+. Why have we done this? We believe empathy (the awareness and understanding of other people’s feelings and motives) will be one of the big business drivers of the future. All brand touchpoints are moments of truth, brand exposure, innovation opportunities and moments where you can show empathy. And – to our surprise – a Swedish brand has won. IKEA is leading the pack. In the top-3 we see Albert Heijn, the leading Dutch supermarket, and Bol.com, the little Dutch brother of Amazon.

We ate now almost a week after the launch and the reactions have been great. People have recognised the importance of empathy. Publications and debates online and lively Twitter exchanges are for us confirmations that empathy has value. Also, the monitor has been published on the ‘Ranking the Brands‘ site. The next step for us now is to help clients to understand empathy and what it means for their businesses. How do you drive empathy? How do you develop a touchpoints strategy? How can we innovate at all touchpoints? Those are questions we like to answer.

Feel free to contact us for more information.

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