Empathy Maps: How To Understand Your Customer

An empathy map helps you identify with a customer’s thoughts, feelings, and behaviors. Product teams often use empathy mapping to improve the user experience. In this article, learn how to build an empathy map and use it to improve your business strategy.

Have you heard the saying, “take a walk in my shoes?” That’s empathy in action. When you foster empathy, you visualize yourself living someone else’s life. This soft skill improves your understanding of how others navigate the world.

Empathy mapping is also useful to identify customer needs. By creating a detailed user persona and imagining yourself as that user, you can gain valuable insights about the customer experience. These insights can translate to product improvements and a stronger sales strategy.

What is an empathy map?

An empathy map is a tool that helps you discover how your target audience thinks, feels, and behaves so you can better understand their wants and needs. The map typically includes four quadrants: think and feel, say and do, see, and hear.

Before you can use this tool, you must first build a user persona or scenario to represent one of your target audiences. There are two main “methods” to persona creation. One is a persona description. For example, you might have the “confident shopper” or the “curious buyer.” This type of persona explains, in broad strokes, what motivates someone. It can help product, marketing, and sales teams understand their overall audience.

The second type of persona is a specific person, and this is the type you’ll use for your empathy map. This persona is a made up person that has a name, an age, likes, and dislikes. Putting a specific name, face, and age to a persona makes it easier to empathize with them.

When to use an empathy map

You can use empathy maps any time you want to learn more about your audience and gain perspective into how they think. Empathy maps are most helpful during product planning, but you can also use them to improve a product once you’ve created it.

Empathy maps also serve as a reflective tool for marketing campaigns or sales strategies. Whether you’re starting from scratch or looking for gaps in your current strategy, an empathy map will offer guidance and support.

Who uses empathy maps?

  • Product teams to ensure they’re keeping the end user in mind during the design process.
  • Marketing teams to improve business strategy by identifying customer pain points and desires.
  • Design and developer teams to gain insight into user experience (UX) and user interface (UI)

Empathy mapping should be a group activity—you and your team members can brainstorm what the user experience may be like and streamline your ideas into the most accurate portrayal.

Read: 4 types of concept maps (with free templates)

4 elements of an empathy map

An empathy map has four quadrants that work together to get you into the mind of your end user. In addition to those four quadrants, you’ll also describe your persona’s pains and gains—or customer needs and expectations. The pains and gains will serve as a guide, while the remaining four elements help you explore a customer’s life from their point of view.

Pains: What are the pain points in the user’s life? What are their needs?

Gains: What are the user’s expectations for meeting their needs?

  1. Think and feel: What are the user’s major worries and aspirations? What are their values? What preoccupies their mind?
  2. Hear: Who are the user’s main influences in their life?
  3. See: What does the user see in their environment that influences them?
  4. Say and do: What does the user say and do to meet their needs?

To make filling out your empathy map easier, pair it with a user persona. That way, you know who your customer is before assessing what their life may look like. Remember that in order for your empathy map to be effective, you need to pair it with a user persona that describes a fictional individual. If you don’t already have a customer persona in mind, briefly describe the persona above the empathy map.

How to build an empathy map

Your company likely has more than one customer persona. To understand them all, create separate empathy maps for each persona. Use the steps below to build an empathy map, then incorporate the process into your workflow so team members can repeat it as needed….Read more

By: Team Asana

Source: Empathy Maps: Understand Your Customers [Free Template] • Asana

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How to Boost Sales When Consumers are Spending Less

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Know me before selling me; that’s what Americans expect from sales reps. In a , it’s critical to align with customer preferences to avoid losing sales to rivals. Competition is stiff, as people have less disposable incomes. A 2018 study by the Federal Reserve found that 40 percent of Americans can’t come up with $400 to pay for an emergency. And that’s before 40 million people were out of work virtually overnight.

Here are tips to increase sales, even when the is in flux.

A must do whatever it takes to serve customers well

Buyers are weary. They’ve been locked down, and many have to fight for jobs before unemployment benefits run out. Not to mention 27 million have recently lost employer-based health insurance, according to Kaiser Family Foundation. Post-pandemic consumers, therefore, are thrifty and budget-conscious.

Salesy employees seem indifferent to customer needs. Businesses must encourage reps to truly listen to what customers want, even if they don’t articulate their needs and desires clearly. A helpful salesman should read between the lines and notice what isn’t being said. Moreover, he should act more like a product consultant than a commission-chasing machine.

“Our startup scaled significantly in our third year when we excelled at customizing apparel and giving customers a very personalized service,” says Michael Nemeroff, CEO of Rush Order Tees. The Philadelphia-based ecommerce brand grew from $30,000 a month in sales to $200,000 a month during that transition period.

Nemeroff credits his company’s extreme growth to streamlining of processes, expanding Rush Order Tees’ customer base and catering to orders of all sizes. “The real key was doing whatever it took to deliver any size order with any design for clients on extremely short deadlines,” he adds. “We earned a great reputation, and we have now reached a point where more than 40 percent of revenue is reorder business.”

Think long-term value

Any entrepreneur would pick recurring revenue over one-off transactions. So why should sales mentality be any different? A 2019 survey by Gartner found that millennials are generally skeptical of sales reps.

One sales expert believes that current events can be leveraged to create favorable impressions with prospective buyers. “Design your pitch to take advantage of everything that’s currently going on,” advises Temple Naylor, an influencer in high-ticket sales, in a recent call. “The recession can be utilized to help design the pitch. Do research and create data points that inform your pitch because prospects will be inclined to trust you as an authority.”

Trustworthiness and accurate product information are extremely important in the purchase decision. In other words, prospects are more likely to purchase from a rep with a solid reputation. “Everyone is scrambled in fear because of the downturn,” says Naylor. “So get your facts and data from very credible sources such as new studies from global consulting firms or large universities. It’s hard for prospects to argue with great information.”

Skepticism of a salesperson’s claims reduces a customer’s chance of buying by half, according to a 2020 survey by Gartner. There’s real risk of losing a customer by being inauthentic. They won’t feel special and appreciated, and lack of customer loyalty means they can easily switch over to a competitor.

Therefore agents, shopkeepers and anyone else who rings the cash register must earn trust by helping customers find what they need. Aside from getting word-of-mouth business, influencers may promote your brand on social media after you establish a solid reputation for helping customers. The sales commission should be a byproduct of great service rendered, not the goal in itself.

Be persistent with contacts

Finally, there’s nothing like good old follow-up. Prospects don’t buy at the present time for many reasons, even though they’re interested in a good or service. They may currently be busy, lack time, need a boss’s approval, lack money or have other priorities. However, a good salesperson will reconnect with a prospect when the timing is right and secure the transaction.

Only 2 percent of sales occur at a first meeting, according to Marketing Donut, a sales-resource website. And prospects say “no” four times before buying a product or service. Persistence matters. Many rejections are soft rebuffs — they don’t really mean it. And many are presently unsure of what they want until they see more information. A “no” often brings you one step closer to “yes,” especially for would-be customers who are teetering on the edge of purchasing.

“Have an emotionally intelligent dialogue and not a sales script,” suggests Naylor. “Talk like a normal human. You don’t have to be perfectly polished. Instead, lead people through self-doubt and resistance at the end of an offer.”

To underscore his point, according to HubSpot research, buyers want reps to listen to needs (69 percent); to not be pushy (61 percent); and to provide relevant information (61 percent). Is your staff properly trained and inspired to sell in the new economy?

Tom Popomaronis

By:

Source: https://www.entrepreneur.com

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