Digital Empathy – 5 Ways You’re Doing It Wrong in Times of COVID-19

If you haven’t heard of digital empathy, this concept is definitely one that you should consider adding to your compendium. It’s defined as the use of the core principles of empathy – emotion, compassion and cognition – in designing apps and technology. The purpose of digital empathy is to enhance the user experience on offer while retaining users and customers through meaningful and authentic interaction.

Digital Empathy in COVID-19

Digital empathy is one of the most important tenets of modern commerce for a number of reasons.

App and online store users tend to gravitate towards products that are designed to be sensitive and understanding towards their needs and personal experiences.
A customer who feels understood and supported is more likely to become a regular user of your platform, and is more likely to recommend it to others as well. Empathy in the digital space is vital to make your product or service stand out from its rivals at a time when the web is saturated with robotic apps, stores and games.

#1: Not Starting Conversations

According to the IDC’s work on the Future of Customers and Consumers: Empathetic Enterprise, customers seek human-like conversations when using modern technologies. As an app developer or online marketing specialist, you may think that the most effective way to communicate with users and customers is to be as concise and to-the-point as possible.

The truth is that most of your consumer base will gravitate towards communication that offers humanity, a clear exchange of important information, and gives them a proper understanding of the situation at hand. No matter the situation at hand, your conversations with your customers should be sensitive to their needs, feelings and related concerns. Be honest with them about the impact the COVID-19 situation
has had on your business and how you plan to rectify them.

Start empathetic conversations with customers on social media asking them about their personal experiences during this time. There is nothing wrong with keeping things light-hearted, but sensitivity and compassion are key.

#2: Making the Journey Too Complicated

Decades of research into digital empathy has revealed that customers like things to be kept simple and easy to understand. Complicated journeys on apps and websites can quickly turn into a stressful experience for would-be clients. This is particularly true considering the current COVID-19 pandemic, a time when shoppers and app users are already under pressure and looking for a simple and empathetic online experience.

Make sure you are easy to find online, and design your websites, apps and online stores with a clear, multi-channeled journey in mind. Highlight the next steps that users need to take and make any outcomes clear and concise. Users who know exactly where they stand and how to use your technology are statistically far more likely to become regular users.

#3: Leaving Context Out of the User Experience

Digital empathy is an excellent method through which to meaningfully connect with the users of your technology. With that said, most customers seek context and genuineness within their experiences. Brands should take care to understand and apply context to every step of the experiences offered by their apps and websites to best engage their customers. Context can also assist them in forming a solid brand identity that is recognized for being authentic and focused
among its clients.

Another big mistake that many businesses are making at the moment is not updating their digital empathy approach for the pandemic at all. Customers want to be kept in the loop, and prefer a down to earth approach to communications and user experience. Applying context can be as simple as acknowledging the challenging times at hand, and keeping users informed about your challenges and proposed solutions.

Uncertain times like pandemics can create stress, worry and fear among many customers, and knowing that this is being acknowledged by businesses can be very reassuring.

#4: Not Keeping Customers Updated

These are uncertain times, and many customers are curious as to what their favorite brands and business owners are up to in the midst of the Coronavirus outbreak. A key tip to remember here is that your customers should never be surprised. Be clear about what you are doing to support them and add value to their experiences during this time.

If you will not be operational for certain periods, let your users know in advance. You should also consider letting them know if there is any way that they can help you. People always enjoy helping out, and this is a great way to proactively engage with your customers and build an intimate customer-business relationship while still communicating clearly.

#5: Overstating Your Messages

Empathy and concise communication are clearly crucial for businesses looking to connect with their customers during times of uncertainty. However, you need to take care not to overcomplicate your communications or leave any information gaps therein.
Check all of your correspondence with customers and users and ensure that nothing can be misunderstood or misinterpreted. Your communications need to be simple, clear and empathetic, and should also give customers channels to engage with your brand and ask questions if they feel the need. A good rule of thumb is to tell customers what you are going to tell them, tell them the information, and then tell them again to ensure that they are well-informed!

Supporting Your Employees During Uncertain Times

Your employees are the front line for the customer experience you offer, and this is especially true for digital offerings. It’s important to bear in mind that your employees are also going to be going through a lot in the face of uncertainty. If you want to bring a more human experience to your customers, it is essential that you treat your employees in the same way.

It’s recommended that you approach employees with patience and leadership. Treat them with the same empathy that you would extend to your customers, and be flexible when meeting their needs. You should also communicate clearly and compassionately with your staff, which will enable them to do the same with your customers and tech users. Satisfied and valued employees make for happy customers, after all!

By Bibi Raven

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