Empathy, one of the characteristics or we might say building blocks of emotional intelligence, is an essential aspect of effective leadership. Amid the hurried lives we live today and the demands from employers, family members, government and ourselves for many and varied reasons, often means we are rushing here and there and consequently might say things in conversation that we don't mean or miss things that someone is either trying to say or has said that are important. The bottom line, empathy ends up taking a back seat.
Empathy is not sympathy it is the ability to experience the moment in response to a customer, colleague or employee in a manner that “connects” directly to that person, sharing briefly the emotions that the person might be feeling without taking them on yourself. It has an impact on those involved in that moment as well as longer lasting through a relationship of trust, as well as the organisation bottom line. Customer experiences make the difference between them becoming loyal customers or choosing to go elsewhere. In most cases there are plenty of “elsewhere” companies ready to serve customers who have had a poor or even bad experience with your service offering. In the current labour market, it is not just the external customer who might choose to go elsewhere, but your employees, your internal customer also. Now with the possibility to work from home in many job roles, it has removed the need to be based in a particular geographic location, making the employment market a job seekers market, rather than employer market making hiring the right person so much more difficult.
The 2020 NTT Global Customer Experience Benchmarking Report stated that, “Companies who focus on a customer/employee centricity see a 92% increase in customer loyalty with an 84% uplift in revenue and a 79% margin in costs saved.
The rising importance of employee service (EX) according to the survey, “94% of CEOs agree that making EX improvements that empower employees and drive efficiencies will improve CX and directly affect net profit. Furthermore, the study explains, “Organizations that strongly identify as being an employer of choice are almost twice as likely as those that do not achieve promoter-level CX performance. Those that have improved their EX capabilities and significantly increased their levels of employee satisfaction in the last year also show a 30% increase in their share of customer value or wallet (including customer retention).”
Empathy is the linchpin to delivering excellence in customer service as well as for those delivering service to customers. Equipping leaders through the development of emotional intelligence and the skills of showing empathy to team members is no longer questionable in terms of importance to business performance, or even optional, but essential.
The key competencies within empathy according to Daniel Goleman (Working with Emotional Intelligence) are:
- Sense others' feelings and perspectives
- Take an active interest in others' concerns
- Sense others' development needs and support their development
- Anticipate, recognise and meet customers' needs
- Read emotional undercurrents and power relationships
- Cultivate and build opportunities through different kinds of people
The aspect of sensing others’ feelings and perspectives of empathy includes several points that are particularly relevant to leaders and those working in customer service:
The ability to sense and understand feelings, concerns and perspectives of others through intuition. The feeling aspect is the challenge for the development of AI tools to effectively support employees who provide customer service, truly giving them time to listen and respond empathetically. This likely involves examining interactions, work processes and flows as well as considering overall employee wellbeing.
Judith Orloff once said, “Empathy is the medicine the world needs.” This statement sums up the reason why we need this important skill in business to foster the growing need for businesses to encourage empathy centricity in their organisation and work culture both internally and externally.
Tips for Developing Empathy
Developing empathy to work with others and communicate effectively takes time and effort, but with willingness and the ability to self-reflect this is a skill everyone can develop and benefit from. Below are some suggestions in how to develop empathy for interacting and understanding others.
Practice self-disclosure – Self disclosure involves sharing feelings, opinions and thoughts about yourself with others. It demonstrates openness and honesty and leads to a greater sense of ease when communicating, building trust and rapport. Being able to self-disclose develops the ability to show empathy towards others.
Practice being an empathetic listener – Listening, is about being present in the moment while paying close attention to the other person’s emotions, body movement, gestures, tone of voice and language. It is about showing empathy and understanding rather than evaluating or judging. When listening empathetically you listen not only with your head, but your heart as well. You are oriented towards the person giving them full attention, avoiding any temptation to check an email, answer a text or interrupt in order to speed them up or because you have decided you know what they are going to say. The risk of frustrating the customer when processes require service givers to complete a customer conversation within a set period of time can be detrimental to the overall goal of providing excellent customer service. For example, in a call centre where call length is a key performance indicator (KPI), as is number of calls processed by each agent, ignoring the difficulty of some of those calls by negatively hurrying both service giver and customer, impacting behaviour, tone of voice and response.
Practice emotional scanning – Tune into the emotional state of others and your team as a whole to sense the prevailing emotional climate at any moment in time. This is achieved through noticing body language, tone of voice, the topic and content of what people are talking about as well as asking, how an individual or group are feeling at any point in time and then responding appropriately.
Match and mirror – Being able to match means that you closely observe the behaviour of the person to whom you are talking and then adapt your behaviour to better match theirs. For example, if they are speaking slowly, you slow down to match that. This adaptation is called "mirroring". Do not copy or mimic them exactly, the goal is to narrow any gap to be less different and help them feel at ease. Invariably the response is sub-conscious in that they simply feel comfortable with you and as a result the conversation will be more open and trusting.
Ask open questions – Avoid jumping immediately into offering a solution, some advice or what they "should do" by proposing your own perspective and opinion on the subject. Instead ask open questions to understand the situation and how they feel about it, noticing what they say and how they say what they are saying. The use of open questions and listening to the answers, invariably helps the other person to find the solution for themselves, which is more powerful than any personal advice.
Keep a journal – spend a few minutes each day writing down how you reacted in one or two different situations. Assess whether empathy was needed and if so did you respond appropriately. How did the other person react? If you feel that you got it right, try to understand and identify what you did in that moment. If on the contrary, you feel you got it wrong, be open and honest with yourself and identify why you responded incorrectly. Think about whether there is something you can do to correct the situation when you next see the person and if there is, do it.
Empathy is a skill that can be learned. The ability to show empathy with internal customers and to external customers is a foundation stone to building loyalty by reducing churn, increasing job satisfaction and in turn increasing organisation profitability and overall reputation.
References
Working with Emotional Intelligence, Daniel Goleman (1999)
The Language of Emotional Intelligence, Jeanne Segal, Ph.D, Jaelline Jaffee, Ph.D
Leadership in Easy Steps, Jon Poole
https://services.global.ntt/en-us/insights/2020-global-cx-benchmarking-report#
NATURE AND THE ENVIRONMENT IN WHICH WE LIVE
Avatar was released in December 2009 and it took the world by storm taking the top place for film viewing since Titanic which stood at $2.218 billion while Avatar to this day stands at $2.2433 billion. It took me a long time to actually decide to watch this movie, having done so I watched it for the second time the next evening. For me this movie is about the untouched human capacity that is dormant due to “chosen” lifestyle, particularly in the western world. The Na’vi who live on Pandora show us the powers we have when living in a world of unconditional love, gratitude and connection with all life – creatures, plants, trees and the environment and not in a world that is separated and disconnected from our environment and from everything within it. It gives a clear picture and deep understanding that humanity is part of the ecosystem and that our physical, mental and cognition depend on this and that we owe ourselves and planet to be healthy.