Empathy at Scale is the differentiator

Welcome to the first edition of the Digital Empathy at Scale newsletter.

Firstly, thanks for reading along. For those who don’t know me, nice to meet you. I’m Jonathan, Founder, and CEO of Anthrolytics, and I’m bringing you the latest thinking in the world of digital empathy, used to advance customer and employee experiences. 

The first update I’m pleased to share is that we’ve had our patent application registered, which is a testament to the work that the team has done on Predictive Behavioral Analytics, allowing companies to predict the emotional profile of every customer and employee, every day and what their next likely behavior will be. This is a huge step in our progress as a company and we look forward to sharing more when we can. 

Secondly, if you scroll down below, we highlight a case study where a Telco used Predictive Behavioral Analytics to drive an increase of 79% in Average Revenue Per Customer.

A reflection of mine is that the topic of Digital Empathy appears to be gaining momentum with more companies exploring what this really means. But remember, you heard it here first! Check out this month’s content below. 

Interested in following? Hit the subscribe button at the top of this page.  

Why Empathy at Scale is the New Competitive Differentiator - REGISTER HERE 

If there is one thing we can say with certainty, it is that people are not wholly rational. Indeed, multiple neurobiology studies have concluded that emotions play a pivotal role in decision-making and therefore the behaviors of customers. In a world where it is getting harder for brands to be different, there has never been a greater need for empathy between your brand and your customers and the impact it can have on your bottom line.

At Anthrolytics, we know that businesses can struggle to identify what their customers really care about, why, and how that contributes to their purchasing decisions, especially in this age of digital channels and self-service, where direct conversations are rare, as are the opportunities to demonstrate both competence and compassion.

But what if you did know how they feel? And how about if could do that every day, at each and every important touchpoint in a customer journey? This is Digital Empathy and together with Predictive Behavioural Analytics at scale, companies can become more empathetic and create a sustainable positive impact on the triple bottom line of social, economic, and environmental value.

 In this webinar we will discuss:

• What is Digital Empathy
• How it drives quantifiable bottom-lin results
• What Digital Empathy looks like in Practice

Register for free here. 

Case Study: Identifying new customer segments, based on behaviors and emotions, to drive an uplift in average revenue per user (ARPU).

The challenge

The client, a well-known Telecommunications company, supplies pay-as-you-go mobile plans to a broad customer base of 4 million users. The client was interested in developing a deep understanding of their customer’s behaviors and emotions to develop more personalized and relevant communications to increase the average revenue per user. 

The solution 

Analyzing customer data can be a complex task. We took operational and VOC data to create customer ‘Empagraphic Segments’ based on the emotional profile of the target customer group. 

We then made a prediction on a sample segment of customers to develop a target list of <1,000 customers who displayed positive emotions such as joy, satisfaction, and trust and were likely to be receptive to an upsell campaign. This, paired with demographic data that identified customers who could afford to increase their spending, allowed us to identify the group of customers with the most potential for improving their spending.

The client then used this list to create a tailored marketing communications plan over 30 days and tracked changes in customer behavior and sales changes.

The results

Following the 30 days, the results of this campaign were compared to the pre-campaign period results to determine the outcome of the trial. By using complex analytics to create a more sophisticated customer segment and tailoring their marketing communications to this group, the client saw a 79% uplift in average revenue per customer. This was an incredible result contributing to unprecedented revenue growth for the customer segment. 

Digital Empathy Lounge Podcast 

Latest Episode: The Digital Empathy Lounge Panel Discussion 

In this special episode, we talk //about the recent whitepaper "Competence is not a differentiator, competence with Empathy is". Our expert panel comprised Jonathan Hawkins of Anthrolytics, Neil Davey of MyCustomer, and Ken Peterson of QuestionPro about how to put the theory into practice.

You can download the white paper here: https://www.anthrolytics.io/insights

Watch here: https://www.youtube.com/watch?v=35mmRVlAOyc 

If you would like to be a guest in the Digital Empathy Lounge - please contact us at [email protected]

Digest: Experience is everything. Get it right - PwC

In a recent PwC study, speed, convenience, consistency, friendliness, and human touch were all identified as the key building blocks of a successful customer experience strategy. It is about creating real connections by making technology feel more human and giving employees what they need to create better customer experiences. And, the payoffs can’t be ignored: up to a 16% price premium on products and services, plus increased loyalty. There were three key implications that I found really interesting: 

1. Customers have demands and they aren’t always what we think. Technology is a route to addressing the core demands of consumers such as speed, convenience, and friendliness but also acts as an opening for companies to improve how they interact with a customer.
2. Customers generate revenue. Employees drive the experience. This requires a focused approach to employee experience, that enables new ways of working and focuses on a much more sophisticated view of the human-machine relationship.
3. Technology can’t solve experience problems - it’s only an enabler.  

A note on Anthrolytics: 

With empathy being the biggest driver of loyalty, companies need to build empathetic relationships effectively and at scale. Unfortunately, it’s been impossible until now. Many organizations are still on a transformation journey and are moving their operating model to a digital platform. As more businesses ‘double down’ on digital, they need to find a way of managing customer engagements authentically with ‘empathy’. 

Anthrolytics applies a unique way of analyzing customer behavior – one that combines the power of Data Science and Behavioural Science to predict what a customer will do next and why. This allows you to create hyper-personalized experiences for individuals and cohorts that meet their wants and needs. 

Subscribe for the latest insights in digital empathy or get in touch to learn more.