Concerning Customer Empathy:

Too Often, Decision Makers Forget How They Feel When They are Customers

The other day I called the pediatrician’s office to schedule flu shots for my children

“I would like to schedule an appointment. Which slots are available?” I asked.

She offered, “If you visit our website, you can see the slots and select your time.”  

“Yes,” I said, “But since we are already on the phone, and your computer shows the available slots, can’t I just make an appointment?”

“Oh,” she said with slight surprise. “OK…”

We have all been on the other side of frustrating customer service. We have seen the marketing material that does not show why we would be fools not to plunk down our hard-earned cash for the latest and greatest product or service.

Why does this happen? The trouble is business folks are so convinced that their product is a must-have that they forget to show that to the customer. I’ve seen clients list products and services on their marketing material assuming the customers are so educated they already know their need.

The irony is so many professionals, who are customers themselves, lack empathy when trying to attract, retain and service their customers. Customer empathy considers the needs and desires of the customer to bridge the gap between what you are offering and why they need it.

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Don’t assume your customers know about why your service or product is the best. Prove it.

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Relationship experts say that in our narcissistic society, we are less empathetic to others. But with a recession with no end in sight, and people working harder to have less, businesses have to do their diligence to assure they understand their customers.

Customer empathy is also critical for effective social media since it requires a more relational approach to communicating with customers.

Knowing your audience is the number one command in journalism. It dictates the information to be presented in a story. The same is true when trying to reach your audience of customers. Don’t assume your customers know about why your service or product is the best. Prove it.

Imagine sitting at the desk of the person you are trying to reach and asking questions like: What is this person worried about? What are the toughest challenges they face? Who are their customers? What do they need? These are known in the business as “pain points,” a term some expert came up with that gives me images of acupuncture.

Disney World does not cut corners when it comes to knowing their customers. When I took my girls there last summer, I was in awe that everything was in place to make our experience wonderful. (My dream really did come true!) Target is another example. Because the store understands my needs, often I can’t leave without dropping $200!

As for the pediatrician’s office, I will scroll through multiple screens to sign in, even when doing so on a piece of paper is easier for me. But what do I know? I’m just the customer.

Who Am I? Why Am I here?

I am Annmarie Geddes Lipold. I am here to make it easier for you to reach your organization’s goals.

My company, Lipold Communications, LLC, provides public relations, communications and marketing services. While I work primarily in the insurance arena, I also have experience on any topic related to workers’ compensation including other property/casualty insurance lines, health care, human resources and benefit integration.

I am also a senior associate with Aartrijk, a full-service public relations firm serving the insurance and financial services industries (http://aartrijk.com).

My approach to marketing is based on a journalistic approach that breeds credibility and trust. This goes beyond answering the five basic questions of whom, what, when, where, why and how. It insists on providing truly relevant and honest material to current and potential clients. Let’s face it, people are busy and they do not want to read ambiguous sales and marketing material.

I am also a big fan of Guerilla Marketing. It is amazing how far I have taken clients on a limited budget.

Background: When I had my first child, I began my own business to achieve the so-called "life-work" balance. My second daughter has Type 1 diabetes, and I am grateful to have the extra flexibility to care for her.

Upon graduating Cum Laude from the E.W. Scripps School of Journalism at Ohio University, I ended up getting my first job at the Ohio Bureau of Workers’ Compensation in Columbus.

I say, “ended up” because workers’ compensation is like a Denny’s restaurant: it’s the place you end up because options are few.

There I wrote for every imaginable communications vehicle. This included the honor of writing speeches for the former CEO, who was hired to “fix" the largest state exclusive workers' comp fund.

By writing for a public self-contained insurance system for many constituents, I learned the in and outs of everything from actuarial issues to public policy concerns. I continued my journalism career by writing prolifically for Business First.
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"My approach insists on providing truly relevant and honest material

 to current and potential clients."

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I returned to my hometown of Cleveland, Ohio and reported for Small Business News. I also hosted a radio show on WERE-1300 called, “North Coast Sunday” due to my interviewing style and distinctive voice. (And yes, I do miss radio!)

After moving to Washington, D.C., I became the lead reporter for BNA’s Workers’ Compensation Report. I am proud that some of my analytical articles led to positive changes in the workers’ compensation system.

Giving up my post to work from home was the best career move ever! Various projects and clients further expanded my professional repertoire.

High points include being a contributing editor of Business & Health magazine. And, since then, I have spent most of my work time boosting name recognition and reputations for four property-casualty actuarial firms.

My expertise in workers’ compensation and insurance also afforded opportunities to write and research materials to support legislation in Congress through the National Association of Waterfront Employers. I still write a freelance article once in awhile.

If you follow my blog, you can expect to get glimpses into my approaches to helping clients boost their success. For fun, you will randomly see helpful tips, opinions and exclusive interviews with top industry experts.