How John Holland uses empathy to power customer support interactions

Empathy elevates customer experiences from satisfactory to excellent, especially in a post-Covid 19, digitalized marketplace

One of the major lessons brands can take from customer interactions that took place throughout the Covid-19 pandemic is the importance of empathy. Yvett Mihelic, director of customer experience at John Holland, an Australian infrastructure and transport business, conducted research prior to her presentation to find out how important empathy from brands is for customers.

Mihelic found that more than 96 percent of customers value empathy from brands during support interactions. She went on to say that the Covid-19 pandemic exacerbated feelings of stress for customers when they required support from brands. Pandemic restrictions have been lifted across most countries, but Mihelic said that empathy remains important to consumers. 

She explained that even when a problem cannot be solved immediately by a member of staff, an empathetic approach will pay dividends because the customer will feel valued and that their concerns have been taken seriously. In practical terms, companies can help their teams improve empathy with customers through training and ensuring everyone is on board with the brand vision.