At the ongoing ad:tech 2016 conference in New Delhi, Alexander Schlaubitz, Vice President Global Marketing of Lufthansa in his key address spoke on the topic ‘Creating customer value through empathy.’
While he stated ‘empathy’ to be an alien term for marketers, he stressed on the importance of it towards building an impressive image of a brand to its consumers. Customer empathy is necessary as it helps you understand their emotional journey as they indulge in a business with you.
In his presentation Schlaubitz shared some key issues of the trade at an abstract level like nurturing ideas that are unforeseen and readiness to contest conservative wisdom and explore new opportunities.
He rightly put it as “innovation starts with empathy. ”He further added, “There are three kinds of people at the airport: excited, nervous and sad. Empathy for all three is our goal.” For an aircraft carrier like Lufthansa that flies to hundreds of cities worldwide every day, customer empathy is a crucial tool to gauge the local dynamics – specific needs, criteria and unexpected demands that customers may have. Empathy towards consumers is the first step to understand the diversity of the myriad customers that Lufthansa has.
These factors are an importance reason for different companies becoming uniform in front of a consumer. “90% of passenger experience is becoming homogenised across carriers today,” Schlaubitz said, “Airplanes have started to look alike, so do marketing campaigns. But how to stand out is the key!” Digital media campaigns, hence, play a larger role in shaping up a brand’s façade towards an audience that is always on the lookout for greater value for their money.
“We try to do what's best from each market & find additional amount of innovation for our customers. We enrich travel experience at Lufthansa.” While stating the importance of consumer comfort Schlaubitz said that the effect of consumer empathy goes beyond advertising and digital media campaigns. It is essential to incorporate these principles into practice for a brand to live up to initial expectations, and as a result, empathy must be spread across employees, employer practices and the entire organization as a whole. He said, “It goes beyond mobile, even beyond digital. Categorise consumers on their basic necessities and comfort.”