Empathy Maps for Customers

Instructor: Savannah Samoszuk

Savannah has over eight years of hotel management experience and has a master's degree in leadership.

Empathy maps are a new tool that companies can use to try to get inside the heads of their customers. This lesson will explain what an empathy map is, the sections of the empathy map, how to have an empathy session, and why companies use empathy maps.

What Is an Empathy Map?

Every company wants more and more information about their customers. What are their customers thinking and feeling? Companies want to be able to develop products and services as well as provide customer service that will fit their customers. A new strategy that companies use to do this is the empathy map. An empathy map is a way to take a closer look into the customer by identifying behaviors and feelings. It is a way for the company to think about the customer and develop ideas about their customers' feelings, such as what they think and feel, hear, see, and do. We will take a look at each section of the empathy map, explain how companies can have an empathy map session, and discuss why using empathy maps for customers is important.

Sections of an Empathy Map

An empathy map is a tool or technique that has basic sections that describe different areas of the customers' feelings and thoughts. The company uses it to imagine what their customer is thinking and feeling. Each company can create an empathy map that fits their own needs or focuses more on a certain area. Typically companies use an empathy map for a specific group of customers they are trying to get more information on. The empathy map has four main sections that can be used.

The first section of an empathy map is the think and feel section. The company uses this section to try to determine how their customer thinks and feels. The company would answer questions such as what motivates their customer or what upsets their customer and put those answers in this section.

The next section of an empathy map is the see section. This section takes a look at what surroundings and environmental aspects influence the customer. For instance, it can include what websites they go to and what media they use. These are things they see that influence their ideas and decisions.

Another section of an empathy map focuses on what a customer hears that might influence them. This can include the customer looking at reviews or what they hear from friends or family. The reactions and responses a customer hears about products will influence how they look at a certain product.

The last section of an empathy map looks at what the customer actually says and does. This would look at reviews the customer has written for products, as well as their purchase history. This can help provide insight into the customer by looking at actions the customer takes.

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