FIGARODIGITAL.CO.UK
How important is it that companies try to show customers empathy? BP: I think it’s more important than ever for two reasons. One is millennials - 71 per cent want their colleagues to be a second family. When I went to work 20 years ago I just did what my boss told me. Most people did. What we’re seeing now is that millennials won’t accept that. That’s not what they’re looking for. Millennials coming into the workplace has changed everything. Secondly, social media. It really has transformed how business is done.
How has the proliferation of social media impacted the need for companies to be more empathic? BP: Social media has lifted the veil. It’s showing what’s underneath. Companies could have a really polished veneer, a bit like fake empathy. Now the veil is off and people are asking what’s underneath. Is it a good, ethical business making money but also doing good for society?
A lot of companies get their interns to manage their social media accounts? Is that a good idea? BP: I don’t necessarily think asking interns to work on your social media is a bad idea because interns can become very much a part of your company. I’ve got two of the most amazing interns and they do some of our social media. I know they have a deep understanding of the business and they’re mindful of the business’ vision. Ultimately, whether they’re an intern, janitor, receptionist or CEO, it makes no difference. What’s important is that they ‘get’
Lady Geek is an advocacy agency that embeds empathy into companies. Its founder, Belinda Parmar, explains how increasing brand empathy can lead to improved commercial performance.
Is Your Brand Pathetic Or Empathetic?
46 issue 28 summer 2016
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