Customer Empathy Map
A Customer Empathy Map is a tool used to gain a deeper understanding of customer needs and experiences.
A Customer Empathy Map has six key components:
Think and Feel: The customer’s thoughts and emotions.
See: What the customer sees in their daily life.
Hear: What the customer hears from friends, family, and other influencers.
Say and Do: The customer’s actions and what they say.
Pains: The challenges and frustrations the customer faces.
Gains: What the customer wants to achieve and the benefits they seek.
The results
- A deeper understanding of the customer
- Prioritised solutions to address customer needs
When to use it
Business Planning: When crafting a business plan for a new venture or refining the direction of an existing one
Product Development: When aligning offerings with customer needs and preferences
Customer experience: When seeking to improve the customer experience
Strengths
Customer-centric
Visual
Easy to use
Weaknesses
Can be subjective
Can lead to generalisation of customers
Narrow and reactive to customers
How to use it?
What do I need to start?
Insights that will help build a complete picture of the customer, such as:
- Customer interviews
- Customer survey results
How to use it?
Who to involve?
A Customer Empathy Map can be done alone or with a team. Consider involving:
- People who regularly interact with customers.
- Customers or people who can provide firsthand stories about customer pains and preferences.
Step by step
1
Define the customer segments
Identify and agree on the most important customer segments.
Compile and review any insights available on the target customer segments.
Use one canvas for each customer segment.
2
Plan insights gathering approach
Determine the best approach to gather insights. Ask questions like:
- Who are the target customers?
- What methods can be used to reach and engage with customers?
- What resources (budget, time, expertise) are available to conduct research?
- What quantitative methods (surveys, analytics) can provide insights?
- What qualitative methods (interviews, observations) can uncover deeper motivations and needs?
3
Undertake insights gathering
- Complete insights gathering
- Analyse and summarise findings to extract key insights
4
Fill in the customer empathy map
Thinks: Capture the thoughts, beliefs, and attitudes that customers have about the offering. Ask questions like:
What do customers think about our offering?
What are customers’ expectations and assumptions about our offering?
Sees: Outline what customers see in their environment that influences their decisions. Assess things like marketing materials, and competitor products. Ask questions like:
What do customers see in their environment?
What marketing materials or advertisements do customers encounter?
What are the trends and visuals in the market that might influence customers?
Feels: Note the emotional responses and feelings that customers have about the offering. Include both positive and negative emotions that customers experience. Ask questions like:
What emotions do customers express when using our offering?
How do customers feel about their interactions with our organisation?
Hears: Capture what customers hear from others, such as friends, family, colleagues, or influencers. Ask questions like:
What do customers hear from their social circle about our offering?
What does the media and other outside influencers say about our offering?
Says: Capture direct quotes or paraphrased statements from customers. Include what customers are saying out loud in interviews, feedback, or social media posts. Ask questions like:
What specific words or phrases do customers use to describe their experiences with our offering?
What are customers posting and sharing on social media?
Does: Outline the actions and behaviours of customers when they interact with the offering. Ask questions like:
How do customers interact with our offering?
How do customers use the offering in their daily lives?
What are the common behaviours or routines involving our offering?
Pains: Capture the challenges, frustrations, and obstacles that customers face when using the offering. Include both direct pain points and broader issues that impact their experience. Ask questions like:
What are the biggest frustrations customers have with our offering?
What are common concerns or complaints about our offering when customers contact us?
Gains: Identify the benefits, positive outcomes, and value that customers get from using the offering. Ask questions like:
How does the offering help customers?
What features or aspects of our offering do customers appreciate the most?
5
Prioritise action items
Consider insights and propose actions to improve the offering for customers.
Prioritise actions.
Assign responsibilities.