How Empathy Can Improve CX

In virtually every aspect of life, a little empathy can go a long way. This is especially true when we think about how government agencies and their employees interact with constituents. Services, apps, processes, forms, and outreach — core elements of CX programs — can all be improved when approached with an empathetic mindset.

Read on to gain insights from Greg Kihlstrom, Consultant, Advisor, Speaker, and Coach with The Agile Brand, that were shared during our latest CX Community of Practice session, “How a Little Empathy Can Improve CX.” You can also watch the session in its entirety below.

1. Why is empathy important to achieve CX goals? Kihlstrom said that first and foremost, it’s rewarding to walk in someone else’s shoes, as the more you understand and empathize with the customer, the better service your organization can provide to them. He added that everyone has probably experienced a product or service that technically checks the box and meets a need, but still feels disconnected from the customer’s needs. With empathy, he explained, you can better understand what makes the product or service valuable to the customer and thereby make it more beneficial to your organization.
2. What role does data play in empathy and CX? Data can help us understand customer frustration, like rage-clicking or getting stuck on a website, he explained. “AI enhances this by analyzing large datasets to identify problem areas. But we shouldn’t rely solely on data—we need to interpret it through the lens of empathy. Agencies should regularly map customer journeys, examining both internal and external experiences. Success should be defined by more than just completing a process—it should be meaningful.”
3. What are two tips you want to offer in closing? “First, help employees understand their connection to the customer. Second, use both leading and lagging indicators to evaluate CX. These practices foster empathy and improve outcomes,” Kihlstrom said.

Want more CX tips? Join us next month on Monday. Oct. 6 at 4 p.m. ET/1 p.m. PT for our next CoP virtual networking session, The Future of AI and CX.