登录查看更多内容

How can you use empathy to create better customer stories?

由人工智能和领英社区提供技术支持

Empathy is the ability to understand and share the feelings of another person. It is a crucial skill for creativity and innovation, especially when it comes to creating customer stories. Customer stories are narratives that showcase how your product or service solves a problem or fulfills a need for a specific customer segment. They can help you communicate your value proposition, build trust, and inspire action. But how can you use empathy to create better customer stories? Here are some tips to help you.

此文章中的业界达人

由社区从 10 条内容中精选。了解更多

Jessenia Rueda

Trade Marketing | Estrategia Comercial | Branding

1 Know your audience

Before you start writing your customer story, you need to know who you are writing for. Who are your ideal customers? What are their goals, challenges, pain points, and motivations? How do they make decisions and what influences them? You can use various methods to research your audience, such as surveys, interviews, personas, or customer journey maps. The more you know about your audience, the more you can empathize with them and tailor your story to their needs and preferences.

添加您的观点

Jessenia Rueda

Trade Marketing | Estrategia Comercial | Branding
举报内容
Es primordial conocer tu buyer persona, ya que esto nos ayuda a entender lo que desean. Cuanto más sepas sobre tu audiencia, más podrás empatizar con ellos y adaptar tu historia a sus necesidades y preferencias. Conectar con tu audiencia es el primer paso hacia el éxito. #ConoceATuAudiencia #BuyerPersona #Storytelling #Empatía

已翻译

赞
Abhishek Anoop

Brand Strategist - Schbang | Ex-Wow Skin Science
举报内容
Develop an ideal buyer persona. They shed light on what makes your audience kick. Peering into the lives of your ideal customers reveals their motivations and the forces shaping their decisions. Align your narrative with these influences, creating a story that resonates deeply. Empathy blooms when you can walk in your customer’s shoes, understanding their journeys intimately.

已翻译

赞
William Oliveira

Head of Product at @Genial Investimentos leading innovative product development
举报内容
Entender a fundo o público-alvo é a base para construir uma história de cliente envolvente e eficaz. Ao conhecer os objetivos, desafios e motiva??es dos clientes ideais, é possível criar narrativas mais autênticas e relevantes. Utilizar métodos variados de pesquisa, como entrevistas e mapas da jornada do cliente, oferece uma vis?o holística do comportamento e das necessidades do público, permitindo uma conex?o mais profunda. Essa empatia e compreens?o refinada do público capacitam a adapta??o da história, criando uma experiência mais cativante e alinhada com as expectativas do cliente, resultando em uma estratégia de comunica??o mais eficaz e impactante.

已翻译

赞

2 Use the hero's journey

A customer story is not just a testimonial or a case study. It is a story that follows a structure that engages and persuades your audience. One of the most effective structures is the hero's journey, which is a universal pattern of storytelling that involves a protagonist who faces a challenge, meets a guide, overcomes the challenge, and achieves a transformation. In your customer story, your customer is the hero, your product or service is the guide, and the challenge and the transformation are related to your value proposition. By using the hero's journey, you can create a customer story that resonates with your audience and shows them how they can achieve their desired outcome.

添加您的观点

加载更多内容

3 Show, don't tell

One of the key principles of storytelling is to show, don't tell. This means that instead of stating facts or opinions, you should use details, examples, emotions, and sensory language to illustrate your points and make your story more vivid and compelling. For example, instead of saying that your product saved your customer time and money, you can show how much time and money they saved, how they used that extra time and money, and how they felt about it. Showing, not telling, helps you create a customer story that appeals to both logic and emotion, and that demonstrates the real impact of your product or service.

添加您的观点

加载更多内容

4 Be authentic and credible

Another important principle of storytelling is to be authentic and credible. This means that you should use real data, quotes, and testimonials to support your customer story, and that you should avoid exaggeration, manipulation, or false claims. You should also use a consistent tone and voice that matches your brand personality and your customer's expectations. Being authentic and credible helps you create a customer story that builds trust and credibility, and that reflects your brand values and identity.

添加您的观点

Pierre-Etienne Chausse

Secrétaire général chez FTP Lorraine
举报内容
Selling candies in a previous job experience I quite liked to quote customers as their own stories were rather fun. Once a young boy came in with a respectful look in the eyes and said ??my mom comes quite often in your shop and she’s not the kind of person who would spend any money on unnecessary goods ???? Sorry for the next part of the article, for the sake of good marketing practices… their was no call to action, no trigger for anything… just the beauty of sharing stories ??

已翻译

赞
Luís Fernando Carvalho

C-Level Executive | Conselheiro | Diretor | Marketing | Vendas | Lideran?a | M&A | IPO | Inova??o | P&L | ESG | Estratégia | Transforma??o Digital | Varejo | Educa??o | Meios eletr?nicos de pagamento
举报内容
A verdade é o alicerce de toda história significativa. Ao contar uma história , a autenticidade e a credibilidade s?o pilares inegociáveis. é crucial fundamentar a narrativa em dados reais, depoimentos autênticos e cita??es verificáveis. Evitar exageros, manipula??es ou alega??es infundadas é essencial para manter a integridade e o respeito pela audiência. O tom e a voz empregados na narrativa devem ser consistentes com a personalidade da marca e as expectativas do público-alvo. A linguagem utilizada deve ecoar os valores e a identidade da marca, criando uma conex?o emocional com os consumidores.

已翻译

赞

5 Make it actionable

Finally, you should make your customer story actionable. This means that you should include a clear call to action that invites your audience to take the next step in their journey, whether it is to sign up, buy, contact, or learn more. You should also make it easy for your audience to access more information, such as links, resources, or contact details. Making your customer story actionable helps you create a customer story that drives conversions and loyalty, and that creates a lasting impression on your audience.

添加您的观点

加载更多内容

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Ignacio Mallagray Izquierdo

CMO | Advisor | Professor at The Valley Digital Business School | Neuromarketing ??, Open Innovation ?? and AI ?? enthusiast.
举报内容
Nadie mejor que Aristóteles para explicar que un orador eficaz debe ser capaz de equilibrar tres elementos para persuadir de manera efectiva a su audiencia. ?? Logos se refiere a la lógica y al razonamiento. La persuasión a través del logos implica el uso de argumentos lógicos, datos y hechos para convencer a la audiencia de la validez de un punto de vista. ?? Pathos está relacionado con las emociones. Esta apelación busca influir en la audiencia a través del uso de un lenguaje emotivo como historias conmovedoras. ?? Ethos se centra en la credibilidad y el carácter. Se trata de la autoridad y la confianza. Para persuadir a través del ethos, el orador debe demostrar que tiene autoridad y legitimidad para hablar de es materia.

已翻译

赞

加载更多内容

Creativity Skills

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How can you use empathy to create better customer stories?

1

2

3

4

5

6

1 Know your audience

2 Use the hero's journey

3 Show, don't tell

4 Be authentic and credible

5 Make it actionable

6 Here’s what else to consider

Creativity Skills

给文章评分

感谢您的反馈

更多Creativity Skills相关文章

更多相关阅读内容

How can you use empathy to create better customer stories?

1

2

3

4

5

6

1 Know your audience

2 Use the hero's journey

3 Show, don't tell

4 Be authentic and credible

5 Make it actionable

6 Here’s what else to consider

Creativity Skills

给文章评分

感谢您的反馈

查看其他技能