Multi-sensuality is extremely important for empathetic communication

Prof. Dr. Christian Chlupsa teaches at the FOM University of Applied Sciences for Economics and Management in Munich. He is a recognized expert in brand building based on psychological and neurological findings. In this interview, he reveals how digital empathy can succeed.

For me, it's primarily about authenticity. Research shows that this concept is very important. It also means that if people are not particularly empathetic, it will be difficult for them in the digital world. I observe extreme overselling on channels such as Instagram and LinkedIn. Everyone advertises that they are the best and are out and about in the most beautiful locations. When you meet these people in person, they often don't open their mouths. When I start interacting with people, it's extremely important that I can deal with them empathetically.

They should develop very clear guidelines on how employees should communicate with customers. First of all, it is important to define a brand essence. This should be linked to a clear vision so that employees understand why they are doing something. They need to be sensitized to how to deal with customers as empathetically as possible. If they understand their needs, they understand how they can help people. As a company, my goal should be to create a certain joie de vivre in my customers.

Yes, you need empathy internally. I have to sensitize my employees to what is important to customers. Only then can I optimally manage all points of contact - whether digital or analog. This requires a clearly defined brand essence and I need to know what I really want as a company. Amazon is a good example of this. The company says that it wants to be the most customer-friendly company in the world. And Amazon is quite serious about this. If a delivery is lost, it will be sent back. And if a supplier is unreliable, they are removed. They constantly ask for feedback and ask customers how satisfied they are after every delivery. For me, media companies that tease an article on Twitter and the like, but hide the actual text behind a paywall, are the opposite. It is no longer enough to just use social media as a sales channel.

First of all, I don't think it makes sense to separate the analog and digital worlds. A customer-centric approach is more important. There are situations where people are happy to have a point of contact where they can go. If I drop my cell phone, it's good to know that I can go to a branch. And on the other hand, there are many situations where I prefer a digital point of contact. If I've lost the operating instructions for my lawn sprinkler, I don't need a telephone service. A pdf that I can download is enough. The question I should ask myself as a company is: 'When do customers need personal contact and when do they need a digital solution? Multi-sensuality is extremely important for empathetic communication. Many things work purely visually in the digital space, while haptics are crucial for others. In my view, companies therefore need a clever mix.

Let me give you a concrete example: A few weeks ago, I booked a flight. I then received an email from the airline offering me additional services. It also stated the date of the return flight. However, the problem was that the date displayed on my smartphone was different to the one on my laptop. I then took two screenshots, sent them to the airline and explained that I was being shown two different dates. And within a day, the company got back to me, apologized for the error and thanked me for pointing it out. That impressed me and made me feel valued. It's important that companies take advantage of the speed that digital channels offer. Customers expect this quick response.

I need to know: What motivates people? That is the core of my research. And many decisions are made unconsciously. That's why I should keep the entry barriers for customers low and get in touch with them first. A good example is the car brand Polestar. On the website, it only takes three clicks from initial contact to a test drive. Instead of collecting as much data as possible, they support my subconscious decision and speed up the process. We have known since the 1930s that there are three main motives that drive us. There are people who have a strong connection motive, who want to be with other people and need a certain amount of security. Then there are others with a strong power motive, who want to act out and control things. And thirdly, there is the achievement motive. These people want to be winners and be at the top of the podium. Companies therefore need to be aware of their brand essence. As a company, do I want to be a safe haven for my customers? Do I want to give them an opportunity to live out their power motive? Or is it about performance? Who is my service or product actually for?

Companies need to know what their target group wants. In the best case scenario, they will know even better or even before the customers themselves do. Amazon, for example, is already doing this today. The company draws conclusions from the data it collects in order to make personalized suggestions to its customers.

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