The Return on Empathy (ROE)

CONFIDENTIAL AND PROPRIETARY!
© IDEA COUTURE INC. 2013; ALL RIGHTS RESERVED.!
The Return on
Empathy!

Empathy/ the ability to understand and share the feelings of another

THE RETURN ON EMPATHY!
Why now?
Principles of Organizational Empathy
3 Success Stories

why now?!

We are more socially connected than ever

Yet we are more emotionally disconnected

The consumer landscape has changed

From few controlling channels to endless choice

More information, content & clutter than ever

Endless choice of products, lots of the same

The “pretty good problem” has emerged

It’s very hard to get noticed

unless we screw up

As our culture faces a crisis of empathy

Business faces the same challenge

Acting without empathy is increasingly dangerous

Acting with empathy is increasingly advantageous

Smart advertisers are on it

But talk is not enough

Real empathy moves storytelling to story-doing

Embedding empathy in business

…to manage risk

…to build relationships

…and to inspire innovation

So how do
we do it?

PRINCIPLES OF ORGANIZATIONAL EMPATHY!
01 Listening & Implicit observation
02 Relatable experience
03 Empowered people
04 Emotionally intelligent communication
05 Affective solutions

01 Listening & Implicit observation
02 Relatable experience
03 Empowered people
04 Emotionally intelligent communication
05 Affective solutions


Evolve the suggestion box


Dig for real-time feedback


Watch people (permission to be creepy)

Identify opportunities to ﬂip the screen.


Physically immerse yourself


Physically immerse yourself
Like MITs Age Lab.
What if marketers were like method actors?


Mirror the emotional journey


Simulate the experience
Like USAA employees.

Put people before policy

Celebrate success stories

Authorize autonomous action
Like the Ritz-Carlton


Trigger emotional understanding.

Like Dan Pink.

Re-frame truisms.


Facilitate socialization via story.


Prepare for timely participation.

Like Nike.


Embed empathy in products & service.


Encourage improvement, large & small.


Find your cultural ﬁt.

Like Outliers.


See the social in emotional.

EMPATHY IS HARD!
FOR INDIVIDUALS, LET ALONE ORGANIZATIONS!
THERE IS NO FORUMLA. !
BUT IT IS MORE IMPORTANT!
TO LEARN WHAT WORKS!
DISCLAIMER/

FOR YOUR TEAM.!

1/ Partner Empowerment
2/ Radical Customer-Centricity
3/ Empathy as Global Citizen
APPLIED ORGANIZATIONAL EMPATHY!
3 Success Stories!

1.  MANAGE RISK
1. MANAGE RISK
ROE/ EMBED EMPATHY IN BUSINESS TO!

1.  MANAGE RISK
2.  BUILD CUSTOMER LOYALTY

2. BUILD CUSTOMER LOYALTY
1. MANAGE RISK

3. INSPIRE INNOVATION
2. BUILD CUSTOMER LOYALTY
1. MANAGE RISK

Thanks / Questions

@shazell

The Return on Empathy (ROE)

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