I’m a regular reader of marketing books.
For the sake of my professional and personal development; and because books – in any form – are fun reading. Having spent some effort into service design, i was looking for ways to better understand what drives empathy, a primary building stone in service design. And how to enhance a successful application.
Over the last decades, many great theories about how to empathize have become available. The finest example for me is David Rock’s Your brain at work which empowers managers to use neuroscience insights to improve professionally and personally. And now an equivalent is available for marketeers and service designers,
Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers
Palgrave Macmillan (2012)
I’ m thrilled that someone combine insights from several quite different concepts and writes a book such as this one.
As a service designer one tries to fulfill a clients functional and emotional needs. Often explicit and sometimes implict. I consider the book as a guide to a better understanding of the emotional needs of any customer and client. The essence according to Mark is personal growth, with a foundation into self actualization and relatedness.
There are separate chapters to each of the six “core emotional needs” (i.e. control, self-expression, growth, recognition, belonging, and care) with some fine examples from corporate sources or from Mark’s own practice.
Some of his top insights:
o The frequently hidden (or at least unrecognized) human needs that drive clients and customers are often hidden or not recognized
o What is a Needs Continuum is and why it should be coordinated with a psychological perspective
o How best to empathize with consumers’ core needs for control, self-expression, growth, recognition, belonging, and care
o A few core guidelines how to take an empathetic approach to marketing with a focus on personal growth, relatedness and self actualization.
I mentioned before David Rock’s book. I notice consistency in the concepts they use for either marketing (Mark Ingwer) or management (David Rock). Using both approaches in one field might create a lot of synergy and exciting energy
About the author
Mark Ingwer, PhD, is a consumer psychologist and the managing partner of Insight Consulting Group, a global marketing and strategy consultancy specializing in market research and consumer insights. He has 25 years experience applying his blend of psychology, marketing, and industry acumen to helping companies optimize their brand and marketing strategy based on an in-depth understanding of their customers. He is the author of the book “Empathetic Marketing” published by Palgrave, May 2012.
This synopsis was found on http://idreambooks.com/Empathetic-Marketing-by-Mark-Ingwer/reviews/2393
In today’s competitive and global marketplace, it is becoming increasingly essential for companies and brands to understand why customers buy—or don’t buy—their products and services. Only by understanding the “whys” can companies grow their business and develop loyal customers. In Empathetic Marketing, Dr. Mark Ingwer presents a groundbreaking approach to understanding consumers’ core emotional needs. This innovative book provides both the psychological theory underlying consumers’ emotional needs, as well as concrete business examples that demonstrate the incredible effectiveness of unleashing the power of deeper needs and emotions for success in the marketplace.
Empathetic Marketing shows how brands like NPR, Universal Studios, Nivea, and Google perform in-depth analyses of their customers’ emotional reactions and harness the power of deep psychological insights to optimize their marketing and brand strategy.
As the founding partner at Insight Consulting Group, a global marketing and strategy consultancy, Mark Ingwer has conducted and analyzed countless in-depth studies of customers, from neurological data to in-field observational studies. Through his extensive experience he has identified six basic emotional needs that every company must consider to fully impact and motivate the customer. Empathetic Marketing provides readers with a deeper understanding of customers’ core emotional needs, and a framework for incorporating these concepts into their business to optimize customer engagement and achieve a significant return on this investment. The strategies provided will not only lead to a better immediate connection between the customer and the company, but also to deeper and longer-term satisfaction for both customers and business leaders.
4,5 stars on a scale 0-5.
Lots of cases that inspires one, presented simply.
I really loved in particular the discovery of the six elements. As a professional and as person one of my 2014 resolutions is working with these on a daily basis and make sure it creates success on the professional and personal level!
This book is a recommended reading for anyone who is interested in understanding empathy and using the insights in the business world. It is now up to you how that knowledge and information will be applied by you to achieve business, professional or personal success. And avoiding getting crushed in these changing timea by not using state of the art insights.
Photocredits coffee: http://coffeenotes.tumblr.com
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