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Empathy and Engagement: Why Brands Must Focus on the Customer as a Person
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About the talk
New research introduced here will challenge the calcified assumptions about how we approach our understanding of customers. We must understand our customers as people with real behaviors, emotions, motivations, and goals; consequently, we must also recognize that our customer research has to have a common business objective and a coordinated and complementary sets of methods across the whole organization. Take back practical solutions to:
Understand the person, not the “shopper” or the “user” through market segmentation, surveys, interviews, transactional data mining and field research
Work as a group to break down silos and create a research council across the whole organization
Foster a culture of customer empathy, humility, and cooperation to put the customer first
Leverage customer research to build a more empathic and engaged experience for your customers
00:00 Intro
00:23 Alex Genov
00:50 Main idea
01:20 Wow effect
02:30 Reaction is important
03:30 Business
05:00 Problem
05:10 Customers as the statistic
06:45 Costumer-centricity
08:52 Demo
11:00 Steps
12:40 Curiosity
12:50 How to do
17:20 How to start
18:15 Strategy
20:18 Steps today
21:20 Experience
22:45 Q&A
About speaker
Currently Alex is leading Customer Research for the Zappos Family of Companies. In previous positions, he was responsible for research and usability of the products and services for companies like TurboTax (Intuit), State Farm Insurance, and the Active Network. He has over 15 years of relevant experience – 5 years of academic research and over 10 years of customer research in the software industry. Alex received his PhD in Experimental Social Psychology from Clark University. His areas of research include: defining and measuring emotions, individual differences, usability, and consumer segmentation.
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We have a fantastic first key notes from Alexander, 10 off from Zappos. I am thrilled to hear him speak on empathy and why Brands need to focus on customers as a person. So with that said, please help me. Welcome Alex, Jenna from Zappos. Take it away. Alex. Great. Hi everybody. It's really great to be with you. I hope that everybody is healthy and happy. Thank you so much to you the audience. First of all, and thank you to terrorists and to Denison to the whole strategy is to team. So
this morning, I'll be talking to you about customer centricity and customer loyalty and customers trust and loyalty if we don't understand them as human beings instead of just numbers why Walt is results. And in the eyes of the World, customer loyalty is true. Nirvana. Imagine the possibilities. If you got an email like this, with the subject matter of starting. Wow, and I'll briefly talked about this email because three significant Zappos received this email shortly. After they started selling
shoes online. They were the Pioneers in the US, in 1999. They started that and they're on the news that things could go wrong. If your Pioneer and indeed for this, pretty good, customer. Mom things went wrong. She didn't receive the shoes. She was expecting for a special event. She got really upset that she wrote those apples. And at that point, is that was cool to have said, okay. It's only one customer and
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