How to bring empathy to your customer experience strategy
Original Article Published on Martech.org by Kim Davis “You have two assets without which you cannot have a business – customers and employees,” said Natalie
What if we have been approaching customer and employee experience backwards?
A bold new look at how technology can become a force multiplier to deliver more empathy and integrate deeper, more personalized human connections into everyday business interactions at scale.
#1 Best seller
Week of March 19
Top 100
BEST-SELLing book
#1 BEST-SELLER
in customer relations
What if we have been approaching customer and employee experience backwards?
A bold new look at how technology can become a force multiplier to deliver more empathy and integrate deeper, more personalized human connections into everyday business interactions at scale.
Most leaders believe they provide great customer and employee experiences, yet survey after survey reveals a sad truth: most customers and employees don’t agree.
Empathy in Action™: How to Deliver Great Customer Experiences at Scale
Based on millions of customer interactions and more than a decade of work on the front lines of helping some of the world’s largest brands create true engagement, authors Tony Bates and Dr. Natalie Petouhoff have developed a bold set of criteria so leaders can see their businesses through the lens of the customer and the employee to radically disrupt and grow their businesses.
Why is customer and employee experience often lacking? How can experiences be delivered via empathy in action to garner trust and earn loyalty?
And what will it take to go beyond the tired declarations that customers or employees are the top priority and actually build a workforce that believes and practices this every day? Rather than offer lip service to these often-misunderstood ideals, this surprising book offers a new take on how to build businesses that no longer compromise the customer and employee relationship and instead make it the top priority.
Through case studies, stories of impact and a fascinating new framework for creating customer- employee centric experiences, Tony Bates and Dr. Natalie Petouhoff demonstrate how leaders can disrupt industries with their exponential Empathy in Action™ Business Flywheel.
ENERGIZE CUSTOMER-EMPLOYEE CENTRIC LEADERSHIP
ENGAGE CUSTOMER-EMPLOYEE CENTRIC CULTURES
EVOLVE TO DESIGN THINKING & LOYALTY-EARNING TECHNOLOGIES
EARN CUSTOMER-EMPLOYEE FINANCIAL VALUE
EMPATHY: THE FORCE MULTIPLIER FLYWHEEL
Along the way, the we challenge business leaders and the investment community to account for the financial value of customers and employees by illustrating how experiences can be a financial driving force. It starts by making Empathy in Action the priority.
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@drnatalie
In the Media
The Experience Economy And The Chemistry Of Customer Experience
Original Article Published on Forbes.com Joseph Pine and James Gilmore introduced the idea of the Experience Economy in 1998. Fast forward to this year, in
How To Put Empathy Into Action In Your Customer Experience
Original article by Adrian Swinscoe, Published on Forbes.com I’ve long advocated about the importance of empathy in customer experience, the need for more of it
Advance praise
“A book with the credibility and experience to start a broader business conversation about delivering better customer experiences through empathy.”
“Bates and Petouhoff examine why customer experience has fallen short in the past and spark your imagination about a new world of superior, empathetic customer experiences.”
“Experience” happens when leaders guide their organization to behaviors and habits that earn admiration and sustainable growth. Use this book as a practical guidebook to achieve these outcomes.”
“Filled with new perspectives on the power of empathy in anticipating and delivering on customer expectations, I recommend this valuable book for anyone looking to innovate customer experience.”
“Empathy in Action provides tremendous insight into the opportunity for leaders to blend empathy and experiences in a way that leads to better business outcomes.”
“If you care about your customer and employees, I recommend Empathy in Action for your whole organization. It's a guide for reexamining our approaches that has the potential to transform business as we know it.”
“Empathy in Action delivers a systematic, intentional approach to transform your organization. Keep this book close by because you'll be referencing it frequently!”
“All roads in business, service, and relationships lead back to respect. Empathy personalizes respect, and this book sets the tone for our changing world and expectations of our employees and customers.”
"Empathy In Action is a must-read for business leaders, the C-Suite and even the “E-suite”—those seeking to obtain deeper levels of empathy, to better serve customers, employees, and citizens.”
TAKE THE EMPATHY ASSESSMENt
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Dr. Natalie Petouhoff
Natalie a Senior Customer Experience Strategist and Business Consultant at Genesys®. Her career spans many years in technology and customer and employee experience, holding positions in and consulting at companies including Salesforce, Hulu, Marriott, General Motors, General Electric, Sony Pictures Entertainment, Weber Shandwick, Forrester Research, PWC Consulting, Hughes Electronics, Pepsi, Verizon, Best Buy, Procter & Gamble, Chevrolet, and Electrolux.
Her Ph.D. in Material Science and Engineering from the University of California and years as a “rocket scientist” provide her with the left-brain skills to strategically analyze how things work and redesign the world for a better future.
In her endeavors, Natalie has focused on the interplay between the evolution of technology and who we are as humans. From her early days as an engineer, she remains a true believer in “what is good for employees and customers is ultimately what is also good for companies.” As a speaker and participant at Singularity University, she’s captivated by the rapid advancement and impact of exponential technologies and how they are reshaping our lives and businesses.
Natalie’s current passion is shifting outdated paradigms by juxtaposing current beliefs with seemingly contradictory ones to reveal insights to drive the future of work, customer’s experiences, businesses and humanity forward. She believes we can imbue technology with our hopes and dreams for a future focused on bettering humanity. We just need to understand what we are optimizing for and why.
Tony Bates
Tony is the Chairman and Chief Executive Officer of Genesys®. He leads the company’s strategy, direction and operations in more than 100 countries and oversees a global team of more than 5,000 employees. Tony has decades of experience steering business-to-business and business-to-consumer companies through major market transitions and rapid scaling. A passionate technologist at heart, Tony began his career in network operations and internet infrastructure, teaching himself to code during his daily train commute.
He swiftly gained the business acumen to advance into trusted executive roles at some of the world’s most respected global SaaS companies.
His career highlights include leading the Service Provider business at Cisco, growing its Enterprise and Commercial division to more than $20 billion in annual revenue. He also served as CEO of Skype, where he was responsible for expanding the business to over 170 million connected users. Once Skype was acquired by Microsoft, Tony became President where he was responsible for unified communications before serving as Executive Vice President of Business Development and Developers.
In addition to his role at Genesys, Tony continues to serve on the board of directors at both VMware and eBay.
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The Business Case for Empathy
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Copyright ©2021 Genesys. Patents Pending. All rights reserved. Genesys, the Genesys logo, Empathy in Action, Experience as a Service, Empathy Pillars, Systems of Empathy, Empathy in Action Flywheel, Employee Experience Orchestration, Customer Experience Orchestration, The Experience Index and the Systems of Empathy Experience Orchestration are trademarks or registered trademarks of Genesys. All other product and company names may be trademarks or registered trademarks of their respective holders. Usage does not imply any affiliation with or endorsement by the holder.