We must be clear
that the map of empathy is not a tool for concise, accurate answers, but rather
a better understanding of our client.
As mapping of
empathy
Whether you are a
professional or an entrepreneur, currently need to know how to earn income and
stay in the market. Not stop to listen
that the key to success is to know your customer. But how to do it. You need to
know the tools that use the most innovative organizations such as Business
Design Thinking. They are simple, practical, Visual and with great creative
potential.
The empathy map
serves to understand, in a simple way, that concerns are our customers, what
are their needs, aspirations and desires, such as their behavior, environment,
etc. This will be very useful to decide which products or services direct to
our customers, channels use to make them available, that kind of communication
will be used with them, etc.
Although the
marketing already takes into account questions such as those mentioned above,
novelty provided by this map of empathy lies in the moment in which they come
into play. Questions already not be formulated once created the business with
the aim of creating the target customer needs, but they are formulated in an
earlier phase, to create harmony with the customer and, somehow, to establish a
relationship of collaboration rather than dependence or supply. Is not an
idea or create a business and fit it in the target market, but of reversing the
process: first the client and then, the business adjusted to their needs and
cognitive ability model (what it perceives, feel and express customer is what
determines how to approach business model).
The customer empathy
map was developed by the XPLANE company and integrated into the design
methodology of business as a simple and complete tool models; in order to
define the demographic characteristics of the client and understand their
environment, behavior, concerns and aspirations.
The aim of this tool
is to transform customer segments in people, thus achieving a better
understanding about them. The aspects taken into account are:
• who are real?
• What use the?
time?
• Who are your
friends?
• What value
proposition can you expect?
• How much are
willing to pay for it?
• What relationship
are willing to establish?
• What is
influencing them?
• What do say that
you guide their behavior?
• What really guide
your behavior?
• Through what
channels want to operate?
How do we do it?
Let's go step by step.
1. A person should
act as the "Coordinator of the exercise", must be who guide others
and asks the questions.
2. The image of the
Center is your username, your potential customer, we will put you name... Why
are you going to name it? Because talk of "user or customer" is
somewhat abstract and generic, something we do not link emotionally, but
strategically, and today, go to the emotional, and for that, we're going to
name it, we are going to humanize to make us easier to empathize with her. Let
us imagine that we call him Carlos. Carlos is someone whom we do not know,
is someone who is there, in our top of the "funnel", among other
thousands of potential users, that we need to know, so we know your world...
Let's start with the questions, putting ourselves in their shoes... And
remember, if you put on your shoes, do you think that the first thing you will
be thinking is in your business or product? No, so forget about you and here
go: 3. what thinks and feels Carlos? We must be able to understand what is
important for Carlos, what makes you get up every morning, what are their
concerns, their dreams, their ideals and aspirations.
4 See Carlos? Carlos
is not isolated, within a community that surrounds it and a culture and society
affecting it, how is that environment? Who are their friends? What is their
referential world? What is exposed every day?
5 What hear Carlos?
If we know who are your friends... what they say you? What information do
arrive you? What or who can influence you? And from which channels the
transcendent information arrives?
6. What it says and
does Carlos? What is his address? Attitude and opinion is? It's really what you
think, or it may not be saying really what you think? Like acts and interacts?
What have others? At this point, it is essential to reflect a little on what
they say and do what we have defined as such to know him better.
7 At the bottom, we
find two sections: efforts and benefits. What efforts does Carlos? What are
their frustrations? What risks it dare not run? What fear you? What are the
main obstacles that prevent you from getting what you need and want?
8. And finally, do
the rewards get Carlos? what you would really achieve? Do you evaluate its
accomplishments?
Empathy maps
We must be clear
that the empathy map is not a tool that will give us precise and concise
answers, but rather a better understanding of our client. This tool would work
as the means, not the end. To get to that end, it is advisable follow these
approaches: segment: first, identify who are the customers. This should group
them in a traditional way, based on a series of common attributes (from
demographic up how to use the product).
In the end, we will
be "x" segments (preferably few) on which work. That will give us an
idea of the groups or segments of customers with whom we must focus our
efforts.
Humanize: can you
name? Where do you live? What will you do? We should, at this stage we need to
prepare a list of questions that we would like to ask for a better
understanding of aspects, such as their motivations for purchase, its
criteria... etc.
Empathize: Here is
where we begin to build the empathy map, which we will try to learn more about
our client, making us a series of questions about it.
Validate: You should
go beyond just imagine how is the customer. We must go out and validate that
all scenarios that we raised about what motivates the customer are real.
Empathy maps
