An ideal company should be one that could perfectly understand what their customers want exactly of their products and services. In this way, it would be able to offer them the best product or service possible, adapting to their needs. Unfortunately, this is not so easy to achieve, as consumers are increasingly demanding and specialized. How can we improve our value proposition?
In previous articles I have talked about the need to define variables like the Buyer Person or the Buyer Journey In a Inbound Marketing Strategy, but today I’m going to talk about a tool that really helps us to put ourselves in the skin of our client: The empathy Map.
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It Is a Design Thinking tool developed by XPLANE, and later became more popular when it appeared in the famous book «Business Model Generation«, (2010) by Alex Osterwalder. It is an element that is applicable to any type of business and which revolves around the concept of empathy (putting oneself in the other’s skin).
Therefore, the empathy map aims to help us better understand our client through a thorough knowledge of their environment, their vision of the world, desires and needs. Normally companies speak of clients with abstract characteristics based on assumptions and suppositions. This map helps us to go beyond what the client says and looks.
In an inbound Marketing strategy It is important to know our customers and not focus on abstract segments or assumptions. So Creating an empathy map is going to be key to identifying behaviors, contexts, and discovering unexpectedinsights. Collecting All this information will help us communicate and better relate to our customers, which will make our value proposition more effective and have a more personalized approach.
By transforming customer segments into people, we can respond to issues like these:
Exercise can be as simple or complex as you want to do, but here are the steps that Digital Menta Consider that you should continue to create it:
The first step will be to be clear who your customers are, ie your Buyer person, and then you must group them by common attributes (demographic, lifestyle, psychological, ETC) to get X segments. We recommend not to create more than 3, since the strategy would be too diversified.
Once you have the segments created, you will have to “give life” to a person from each segment. To do this, you will create a profile prototype with its own name, a photograph and its information. Giving concrete personality to what was once a population segment will be useful to create a mental image and focus on who you have to address.
This Is the key stage in which we actually built the empathy map answering questions around 4 concepts: FEEL, SEE, HEAR, SAY.
What do you think and feel? (define what happens in the user’s mind):
What Do you see? (Describe what the user sees around you):
What do you hear? (explains how your environment influences the user):
What does he say and do? (Think what you would say or how the user would behave in public):
Add 2 Extra quadrants to this: pains And gains:
What are your fears and frustrations?:
What are your motivations?:
The map is not a static element, but must be validated and revalidated as often as necessary. You will have to constantly test and analyze the hypothesis you have built to check whether they are true or not, and include new discoveries or delete errors.
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