Marketing and Sales on a Napkin. Part 2. Empathy Map: How Understanding Customers Benefits Business.

Marketing and Sales on a Napkin. Part 2. Empathy Map: How Understanding Customers Benefits Business.

In this part, we’ll dive into the world of empathy and sales by exploring the empathy map as a tool to better understand our customers. We’ll also look at how to select and use the right sales channels to maximise your marketing efforts and deliver a memorable customer experience. Ready to learn more about how to win the hearts of your customers?

What is an empathy map?

A customer empathy map is a visual tool that helps businesses gain a deeper understanding of their customers, including their needs, desires, fears, and motivations. It allows businesses to see the world through the eyes of their customers, enabling them to create more relevant products, services, and marketing messages.

It’s not just a tool, it’s a way of thinking. It helps us to go beyond our own experience and see the world through the eyes of our customers.

Example of an empathy map. Home appliance repair service center

An empathy map helps you to better understand your customer, their needs, wants, and problems. Here’s how to create an empathy map for our service centre KiyService.

The company has been a leader in the household appliances market for 14 years, providing quality repair and maintenance services. During this time, we have gained the trust of more than 25,000 satisfied customers, which demonstrates our high level of professionalism and reliability.

In addition to providing repair services, we also take care of the professional development of future craftsmen. Our school offers unique training programmes that help newcomers learn the profession and experienced craftsmen improve their skills.

Who is our client?

• Name: Marina
• Age: 35 years old
• Marital status: Married, two children
• Income level: Average
• Place of residence: Apartment in a multi-storey building
• What does she think and feel?
• Main concerns: To provide comfort and convenience in the home.

• Values: Reliability, safety, time saving.
• Fears and worries: Fear that household appliances will break down at the most inopportune moment and that repairs will be expensive or of poor quality.

What does she see?

• The environment: Friends and neighbours who use service centres.
• Market: Adverts for service centres on the Internet, recommendations on forums.
• Competitors: Other service centres that advertise in local media and social media.
• What does she hear?

• Recommendations: From friends and neighbours who have already used the services of the service centre.
• Advertising: On the radio, on noticeboards in schools and shops.
• Opinions: Reviews on the Internet about different service centres.

What does she say and do?

• Actions: Searches the internet for the best service centres, compares prices, reads reviews.
• Quotes: “I need to find a reliable service centre that will repair my equipment quickly and efficiently.”

Pain and frustration

• Problems: Technology often breaks down at the worst possible time.
• Obstacles: High prices for repairs, inconvenient working hours of service centres.

Needs and objectives

• Needs: Reliable and fast repair of household appliances, adequate price, convenient working hours.
• Objectives: Reduce stress from breakdowns, ensure uninterrupted operation of home appliances.

Promotion channels for a service centre for the repair of household appliances in Kyiv

Description of contact points and possible promotion channels

To achieve maximum impact, it is important not only to understand the needs and desires of your audience, but also to choose the right points of contact and promotion channels. A good understanding of where and how your potential customers interact with your brand allows you to create targeted and effective marketing strategies.

These elements will help you to better customise your marketing strategy and provide a high-quality and personalised experience for your customers. From service centres and online platforms to social media and partnerships, each channel has its own importance and impact. Knowing how to use them properly can be a decisive factor in achieving your business goals.

School

• Possible promotion channel: Placing information on a stand in the school.
• Possible cost: Inexpensive.
• Reason: Parents who come to the school may be interested in the services of repairing household appliances.

Gym (specific)

• Possible promotion channel: Distribution of leaflets and posters.
• Possible cost: Medium.
• Reason: Gym customers may need equipment repair services.

Radio station

• Possible promotion channel: Audio advert.
• Possible cost: Expensive.
• Reason: Radio is listened to at home, which can draw attention to repair services.

Traffic jam on the main avenue of the city

• Possible promotion channel: Outdoor advertising on billboards and banners.
• Possible cost: Expensive.
• Reason: High traffic of cars will provide a large number of views of the advert.

Office

• Possible promotion channel: Information in the lobby of the office building.
• Possible cost: Medium.
• Reason: Office workers may need home appliance repair services.

Lunchtime café in the office centre

• Possible promotion channel: Placement of information in a glossy magazine, article, advertising module.
• Possible cost: Medium.
• Reason: People having lunch in a cafe have time to read the advert.

Shopping centre from 19 to 21:00

• Possible promotion channel: Promotions.
• Possible cost: Medium.
• Reason: A large flow of visitors in the evening.

Social networks (Facebook, Insta)

• Possible promotion channel: Targeting, invitations to the group.
• Possible cost: Inexpensive.
• Reason: Extensive targeting capabilities allow you to accurately reach your target audience.

Mailbox at home (invoices to be paid)

• Possible promotion channel: Information on the management company’s bills, leaflets.
• Possible cost: Inexpensive.
• Reason: Almost everyone looks through mail, which ensures high visibility of advertising.

Local news in the public at 21:00

• Possible promotion channel: post.
• Possible cost: inexpensive.
• Reason: A large audience watching local news may be interested in repair services

Selecting locations and attracting attention

We choose locations and develop ways to attract attention. Imagine where a person might look, for example, a point of contact – a shopping mall, a promotion channel – promotions. Shopping malls often use floor navigation, but it can be turned into an advertising channel: most people look at their feet.