Can Empathy Really Boost Your Business? (Spoiler Alert: The Answer is a Resounding YES!)

According to a study by PWC, customers who feel understood are 3 times more likely to recommend a brand.

I was asked recently about how to show empathy and presence during customer telephone interactions. So, drawing upon my experience as someone who has handled calls and has both written and delivered communication skills to organisations across all sectors, I have written this article with call centre managers and call handlers in mind.

In my experience, metrics tend to reign supreme in the fast-paced environment of call centres, however, crucial skills can often get sidelined in the belief that they will lead to longer interactions: empathy and active listening. But what if I told you that prioritising these seemingly "soft" skills isn't just good for customers, they’re also hugely beneficial for both call handlers and your entire organisation? Let's dive into the hidden power of active listening.

For Customers: Feeling Heard, Feeling Valued

Scenario: You've been eagerly awaiting a new air fryer, excited to experiment with it you’ve been tracking its progress diligently online. The online status is ‘out for delivery’ with a delivery window of 2-5 PM. 5 PM passes with no sign of your package so you call the helpline.

Response 1. Upon getting through you explain the situation along with your frustration of waiting in all afternoon as you were looking forward to receiving your air fryer. The call handler does not acknowledge your disappointment and frustration. Instead, they explain that the delivery is the responsibility of the courier service and when an item isn’t delivered the courier will make contact within 24 hours to rearrange delivery.

Response 2. Upon getting through, you explain the situation along with your frustration of waiting in all afternoon as you were looking forward to receiving your air fryer. The call handler empathises with the situation by acknowledging your frustration by saying “I’m so sorry to hear that your air fryer hasn’t been delivered, there’s nothing worse than waiting in for something that doesn’t turn up especially when you’ve been looking forward to it. Let me investigate this for you”. They go on to explain that when an item isn’t delivered the courier will make contact within 24 hours to rearrange delivery. They also add  “I appreciate that this must feel less than ideal, having to wait even longer. Whilst I can’t guarantee a quicker delivery I will chase the courier from our end to make sure you receive it as quickly as possible.”

Response 1:

Pros:

• Efficient: Provides relevant information quickly.
• Sticks to company policy: Clearly outlines the procedure for undelivered packages.

Cons:

• Lacks empathy: Does not acknowledge the customer's feelings of disappointment and frustration.
• Unhelpful: Offers no proactive solutions and leaves the customer feeling powerless.
• May damage customer satisfaction: Can create a negative experience and potentially lead to lost business.

Response 2:

Pros:

• Empathetic: Acknowledges and validates the customer's frustration.
• Offers reassurance: Explains the standard procedure while offering additional assistance.

• Manages expectations: Clarifies that a faster delivery can't be guaranteed while still demonstrating effort.

• Potential to boost customer satisfaction: Creates a positive impression and demonstrates genuine concern.

Cons:

• May not guarantee faster resolution: Ultimately, the outcome depends on the courier's actions.

Overall:

Both responses deliver the same information and the resulting delivery maybe exactly the same, but Response 2 does so in a way that is more likely to leave a positive impression on the customer and reduce the potential of the caller becoming angry. By acknowledging their emotions the call handler shows genuine concern and creates a more customer-centric experience.

Additional Points:

Call handler's tone and delivery: This heavily influences the interaction's effectiveness. Empathy and genuine concern should be conveyed through voice and body language. As a rule of thumb if you genuinely mean what you say it will come across as genuine in your tone but be aware of your body language: While a smile can come across on the telephone, so can rolling your eyes!

That scenario isn't just hypothetical. Active listening, combined with empathy, unlocks a wealth of customer benefits:

• Reduced frustration and anger: Feeling heard validates emotions, diffusing tension whilst promoting a calmer, more productive conversation.
• Increased trust and loyalty: When customers feel understood and cared for, they're more likely to remain loyal and speak well of your organisation.
• Faster issue resolution: Active listening uncovers the root cause of problems faster, leading to swifter and more accurate solutions.
• Improved customer satisfaction: When customers feel valued, they're more likely to share positive feedback, boosting satisfaction scores.

Empowering Call Handlers: Cultivating Empathy for Enhanced Customer Service

Call centre work can be demanding. But here's the secret: active listening and empathy empower call handlers, transforming their experience:

• Reduced stress and burnout: Feeling like you're truly helping, not just reciting scripts, makes the job significantly less stressful.
• Increased job satisfaction: Turning around a frustrated caller and making a positive impact on people's lives is inherently rewarding, boosting morale and engagement.
• Enhanced problem-solving skills: Focusing on understanding, not just scripts, equips call takers to handle complex situations more effectively.
• Greater sense of purpose: Knowing you're making a difference promotes a deeper sense of purpose and contribution within the organisation.

For the Organisation: Profits Bloom Where Empathy Grows

Think active listening and empathy are just fluffy feelings? Think again. Here's how they impact the bottom line:

• Reduced customer churn: Loyal customers translate to reduced acquisition costs and higher lifetime value.
• Improved brand reputation: Positive customer experiences generate positive word-of-mouth, attracting new customers and boosting brand image.
• Increased operational efficiency: Faster issue resolution means reduced call times and lower resource consumption.
• Happier, more productive workforce: Engaged, empowered call handlers translate to lower training costs and higher productivity.

Making the Shift: From Good Intentions to Real Action

So, how do we translate these benefits into reality? Here are some key steps:

• Training: Invest in training programs that equip call takers with active listening and empathy skills. Role-playing and simulations can be highly effective.
• Feedback and Coaching: Create a culture of feedback and coaching, where call takers receive regular support and guidance on honing their listening skills.
• Empowerment: Trust your call takers! Give them the autonomy to use their judgment and empathy to resolve customer issues.
• Metrics that Matter: While efficiency is important, balance it with metrics that reflect listening skills, such as customer satisfaction surveys.

Remember, active listening and empathy aren't just feel-good practices; they're strategic investments in customer loyalty, employee satisfaction, and organisational success.

Citations:

PwC, "Customer Experience Trends: 2022 Global Consumer Insights Report," p. 12.