Empathy Builds Trust

By Fiona Anderson
10 January 2017

As part of defining the unique value propositions for products and services and the brand promise for a business, there are a number of processes to assist in understanding the audience.

At the heart of understanding an audience is empathy.

  • Figure out why an audience behaves in a particular way
  • Ask what the audience wants.
  • Think like the audience.
  • What is important to the audience.
  • What does an audience need to overcome.
  • Why would the audience value what you do.
  • How can we make the audience message more personal.
  • Have we done enough research to prove we understand the audience.
  • Are there opportunities to help all the Team to develop empathy for the audience.
  • Is the audience message sufficiently from the audience's point of view.
  • Will the audience understand that we are passionate about what we believe in.
  • Are we authentic, honest and real. Will the audience trust us.
  • Have we earned the awareness, respect and trust of the audience.
  • Does our audience-centric mindset offer genuine insight and value to the audience.
  • Is the message consistent across all channels.
  • Are we monitoring the audience experience flow.
  • Are we listening to the audience feedback.
  • Are we implementing and communicating positive changes based on audience feedback.
  • Have we put in enough time to earn the trust of the audience.
  • Are we measuring audience satisfaction.
  • Do we value audience loyalty.
  • How do the audience feel about us.
  • Would the audience recommend us favourably.
  • Map out some answers to these thought processes, making the audience as real as possible.
 

Having an audience-first approach will assist in developing affinity between a business and the audience and vitally, build trust and loyalty.


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