Understand your customers’ thoughts and feelings with an empathy map
While all good customer journey maps include emotions, empathy maps take that a step further and provide a more complete customer picture.
As a marketer, an empathy map helps you create content that directly addresses customer questions.
Sales reps can use this knowledge to leverage relationship selling.
To get started, divide the empathy map into quadrants, each one relating to the customer and their use of your offering:
- What does the customer say?
- What actions does the customer take?
- What is the customer thinking?
- How does the customer feel?
You’ll need to conduct qualitative research, such as interviews, questionnaires, field studies and panel testing.
Keep in mind that the customer’s tone of voice may reveal more about how they feel than their words.
Sometimes what the customer doesn’t say can bring insight. If they answer abruptly or gloss over an important step, try and identify the reason for their reluctance.