Your algorithms lack soul: empathy is the key to better customer experiences

  • Voices
  • February 23, 2017
  • Robert Limb
Your algorithms lack soul: empathy is the key to better customer experiences

We’ve all seen the headlines. Marketing is now a technology-led discipline and data is its currency. Every CMO I work with now has a mandate to build data and digital capability into their teams.

But in the rush to keep up with changing technology, embrace new disciplines and build digital and data competencies into the business model, it can be easy to miss what is driving change.

Simon Russell, national retail director of the UK’s most trusted retailer, John Lewis, put it well recently, summing up in one sentence how customers have driven technology transformation at John Lewis: “Our customersdecided to shop differently.”

Customers have gone from being that abstract goal at the end of a long production chain to the fundamental organising principle of a successful business. Businesses are reactively reorganising their focus in response to customers who are driving change.

In our haste to adapt we’re using technology and data to tell us what our customers want, and manage our interactions with these customers, without using that human quality that sets us apart from the ‘smart’ algorithms – empathy, or the ability to put ourselves in the customer’s shoes.

That’s why leading companies are applying customer journey mapping before they invest in new data and systems. The aim? Understanding how customers are interacting with the brand, how they think, act, feel and how they want to connect along the way.

Mapping customer journeys is only one step on the road to better customer experience. But I now believe it’s the most fundamental step a business can take if it’s serious about effective investments in data, tech and digital.

Initially, journey maps were used to identify pain points and breakdowns. They were used to fix issues. But a well-designed journey map can help you:

  1. Identify opportunities for growth
  2. Simplify the customer journey
  3. Discover where customers need the most help
  4. Create a framework for product development and digital and data strategy
  5. Put the customer at the heart of your organisation

The best journey maps I’ve worked with are informed by first-hand customer experience and are designed from the customer’s perspective. Put to good use, they can become a bible for your business – nothing breaks down silos in an organisation faster than the voice of the customer expressed powerfully.

I believe it’s because of (not despite) the data and tech imperatives facing business today, that it pays to focus on human behaviour first. Before technology, before channels and even before data.  

Customer journey mapping can help you to do that in a way that makes for better decisions about where to invest, where to simplify and where to add value.

  • Robert Limb is the managing director of Track.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

All eyes on me: Which video content generates the greatest engagement levels
Sponsored content

All eyes on me: Which video content generates the greatest engagement levels

How much do we really watch – or not watch – advertising?

Property management campaign disgusts tenants

  • Advertising
  • August 13, 2018
  • Catherine Hutton
Property management campaign disgusts tenants

A brazen social media campaign by a franchise the property management company Quinovic has disgusted some tenants.

Read more

What does it mean to be a New Zealander in 2020?

  • Voices
  • August 13, 2018
  • Janisa Parag
What does it mean to be a New Zealander in 2020?

Everyone talks about the ‘new New Zealand’ – but what’s really changed? What does this mean for your business and brand? And why do we see the same well-worn imagery of a New Zealand of the 20th century, rather than the 21st?

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media

topics
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

123

TRB to bring back Outstanding Radio Creative Awards

  • Awards
  • August 13, 2018
  • StopPress Team
TRB to bring back Outstanding Radio Creative Awards

The Radio Bureau announced the return of the Outstanding Radio Creative Awards (ORCA) in 2019.

Read more

Radio, cinema and outdoor show strongest performance in SMI 2017/2018 FY media agency spend

  • Media
  • August 13, 2018
  • Erin McKenzie
Radio, cinema and outdoor show strongest performance in SMI 2017/2018 FY media agency spend

New Zealand’s media agency market spent $1.04 billion in the 2017/18 financial year according to Standard Media Index (SMI), bringing four years of consecutive financial growth to an end. Across all media, radio, cinema and outdoor saw the greatest growth.

Read more
voices

Nothing good comes easy in new MacKenzie Bread campaign

  • Advertising
  • August 13, 2018
  • StopPress Team
Nothing good comes easy in new MacKenzie Bread campaign

It takes time to get things right, and the latest campaign for MacKenzie Bread shows that good things are worth waiting for.

Read more

Primed for a pin: See the Best Design Awards finalists

  • Awards
  • August 13, 2018
  • Idealog
Primed for a pin: See the Best Design Awards finalists

The finalists have been announced for this year's Best Design Awards.

Read more

Webstar Magazine Media Awards 2018: Have your say by voting for the best cover

  • Awards
  • August 10, 2018
  • StopPress Team
Webstar Magazine Media Awards 2018: Have your say by voting for the best cover

Following the announcement of the Webstar Magazine Media Awards Finalists, voting has opened for the Magshop People's Choice Award.

Read more
Getting personal: how radio's forming connections over the airwaves
Sponsored content

Getting personal: how radio's forming connections over the airwaves

In the face of stiff competition from digital media, radio has stood the test of time, but sometimes it takes a crisis to make us realise its true value to the community.

Does size matter? Burger King and McDonald’s engage in a battle of the burgers

  • Advertising
  • August 10, 2018
  • StopPress Team
Does size matter? Burger King and McDonald’s engage in a battle of the burgers

McDonald’s and Burger King have taken their competition to the streets, with both taking over billboards to prove they are either the biggest or the king.

Read more

Movings/Shakings: 10 August

  • Movings/Shakings, brought to you by Marsden Inch
  • August 10, 2018
  • StopPress Team
Movings/Shakings: 10 August

Industry happenings at NZME, KBR Digital and Mission Estate.

Read more

Webstar Magazine Media Awards 2018: Bauer Media, ICG Media and NZ Lifestyle Magazine Group lead the finalists

  • Awards
  • August 9, 2018
  • StopPress Team
Webstar Magazine Media Awards 2018: Bauer Media, ICG Media and NZ Lifestyle Magazine Group lead the finalists

The 2018 Webstar Magazine Media Awards finalist lists are out for this year's 39 categories.

Read more

Xero, Pushpay and TRA feature in AFR's Most Innovative Companies list

  • Innovation
  • August 9, 2018
  • Idealog
Xero, Pushpay and TRA feature in AFR's Most Innovative Companies list

Everyone loves a list (even if it's about the worst lists) and, after more than 1000 nominations, a number of New Zealand companies have managed to impress our neighbours and earn places and special awards in the Australian Financial Review's Most Innovative Companies

Read more

Cerebos Gregg's and Kraft Heinz consolidate with The Business Marketing Group and Starcom—UPDATED

  • Advertising
  • August 8, 2018
  • StopPress Team
Cerebos Gregg's and Kraft Heinz consolidate with The Business Marketing Group and Starcom—UPDATED

Following Kraft Heinz's acquisition of Cerebos Gregg's, the company has consolidated its creative and media agencies, in a move that sees Cerebos Gregg's join Kraft Heinz under the roofs of The Business Marketing Group and Starcom.

Read more

Watch this space: Sky feeds eSport growth with dedicated channel

  • Media
  • August 8, 2018
  • Erin McKenzie
Watch this space: Sky feeds eSport growth with dedicated channel

ESports are about to have a new home in New Zealand with the launch of a pop-up eSports channel on Sky. We speak to Sky TV director of strategy, George MacFarlane, about the rise of eSports, and how the new channel is set to build greater knowledge about the sport.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit