Brands should look to empathy over technology to drive the post-COVID recovery

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 08, 2020, 12:52 PM UTC

Including customer empathy in operational strategies can help businesses make informed decisions.

This piece argues businesses should find out ways to empathise with customers instead of relying on technology to recover after the pandemic is over. Gathering real human insights to understand and adapt to customers’ evolving needs can give brands a competitive edge.

Instead of making assumptions, brands should directly connect with their customers to understand their actual priorities. Marketers can leverage human insight platforms like UserTesting to connect with the customers and identify the right time for sending promotional messages and discount offers.

Brands that come across as sensitive towards audiences’ needs and desires and help them reconnect with each other are more likely to succeed. It has now become more critical for brands to pivot their marketing efforts as per customer needs to gain their loyalty.

Read the original article

[3 minute read]