Marketing with empathy Despite the Phone Number Database success of marketing based on big data, there is an alternative marketing movement that finds this type of marketing far too limited. Claire Brooks in her new book Marketing Phone Number Database with strategic empathy(aff.) the example of Ron Johnson. He nearly ruined the company JC Penney because of his fetish with marketing based on big data. According to Brooks, big data Phone Number Database can tell us a lot about who our customers are and show aspects of how they behave.
It can help us make predictions about Phone Number Database the future, but it doesn't tell us why our customers behave the way they do and in what context their behavior takes place. Brooks believes that big data only shows Phone Number Database half the picture. To see the other half of the picture, we need to use empathy. Empathy, according to Brooks, is “a cognitive capacity to take on another person's subjective perspective” and “an affective (emotional) response to Phone Number Database another person, which may involve sharing that person's emotional state.
Brooks assures the reader Phone Number Database that it's not a soft skill , it's a powerful driver of an organization's success. What is important is to step outside the perspective of one's own organization and adopt the perspective of Phone Number Database the customer. Only you can find out how customers experience products and what role these products play in the lives of these customers. The process In her book, Brooks meticulously Phone Number Database outlines the way in which empathy should be used, at the level of tools and the process in which it is embedded.