The heart of the business is developing products and services to meet customer needs. “Understanding customers in depth” is therefore an important variable that makes a business successful. But for new businessmen and marketers Breaking into the hearts of customers is probably not a very easy matter. Today we will introduce you to “Empathy Map,” a tool to help businesses and marketers delve into the minds of their customers. Ready to give away the Emapathy Map template for free download. Read it now!
What is Empathy Map?
Empathy Map is a business tool used to understand customers’ true problems and needs. It allows us to gain a deeper understanding of our customers. Because it helps collect information from both what customers say and do, as well as what customers think and feel. This information can be gathered from a variety of sources, such as interviews, observations, conversations, or surveys. Empathy Maps can be used for various purposes, such as developing products and services. Customer experience design or improving marketing itself
Principles of Empathy Map
Cr. Dave Gray
Empathy Maps are used to gain deeper insights with customers, which are usually divided into main topics including:
Thinking & Feeling
From what we have seen and heard, we will analyze how users feel and think about it. What are your needs? And what does he focus on? For example, I will increase my height.
Say & Do
Usually, this information is obtained by talking and observing the behavior of users. or the target group how they show their behavior He says what he wants, and what he really wants. For example, I will drink milk every day.
See
Analyze what your target audience sees in their environment, see what their friends, family, and people around them are like. What type of media do you consume? And what does he value? For example, if the people around him are athletes who are relatively tall and have good bodies, there may be a tendency for the target group to value height. And if he frequently consumes dietary supplement advertising media, he is more likely to be interested in dietary supplement products to increase height.
Hear
What the target group hears from influential people around them Whether it’s friends, family, boyfriend, or even the media that influences him, for example, he heard a friend say that if you want to increase your height, try taking this brand of supplement.
Pain
The target group’s real problems, obstacles, concerns, and fears. This is a very important topic because knowing these things will help us to develop products and services that meet the needs of our target groups. For example, target groups do not want to take dietary supplements because they are concerned about side effects.
Gain
Target: What does the target group want? Or it may be the opinions of customers about our products and services to see if there are any parts that the target group thinks meet their needs. What part would you like to improve? For example, our product is a dietary supplement made from natural extracts that helps increase height. But customers thought that the natural extracts might not have enough flavor, causing us to develop additional formulas and flavors.
Introducing how to use Empathy Map
Set the direction for making Empathy Map.
This step is very important. Because it will help us collect information more directly and efficiently. We should consider the following factors:
- : Empathy Map
- : Empathy Map
Gather information about customers
We can collect information about our customers from a variety of sources such as
- :
- :
- : feedback
- : Google Form
Analyze data and categorize into Empathy Map.
When complete information has been collected We need to analyze the data and categorize it into an Empathy Map, divided into 6 main sections:
- Thinking & Feeling:
- Say & Do:
- See:
- Hear:
- Pain:
- Gain:
Summarize information and use it.
Empathy Map Empathy Map
Benefits of Empathy Map
Helps to understand customers deeply
Using Empathy Map allows businesses and marketers to gather information about customers from many different aspects, including up to 6 areas that we never thought of, and gain insights that we never knew before. Because of this, we are able to understand our customers in more depth.
Help create products or services that meet customer needs.
From interviews, surveys, discussions and observations, it definitely helps us to know more about the needs of our customers. It can be said to be the true needs of customers. We also know what customers expect from products and services, allowing us to gain ideas for creating new products and services. that can meet customer needs
Improve products or services
For businesses that have products and services already open for sale, using Empathy Map also helps to collect feedback from customer usage. It also points out areas where such products and services can be improved. This helps your business increase sales even more.
Summary
Empathy Map can be said to be an important help for many types of businesses. Whether it is a business that is looking for ideas to create new products and services. Businesses that want to develop existing products to create more sales and marketers who want to analyze customer insights in order to make marketing accessible to even more customer groups. This is because the principle of collecting customer information in many aspects helps both businesses and marketers to penetrate the hearts of customers better.
