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Some potential obstacles companies might face when trying to empathize with their customers include: lack of direct interaction with customers, difficulty in understanding diverse customer needs, lack of training in empathy and customer service, and organizational culture that doesn't prioritize empathy. It's also challenging to translate empathy into actionable insights and strategies.
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Just like in the example of IDEO designer Kristian Simsarian, by experiencing firsthand what someone is feeling, a deeper understanding emerges. By empathizing with a customer or anyone else, the resulting solutions are shaped by the effects they have on people. When someone feels that a solution, product, or service was created with an obviously human element, the more likely they are to accept the idea.
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The leader of one of the most successful design companies, Tim Brown, CEO of IDEO, shares what he has learned about how to make “change by design.” Ti...
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