![]() ![]() “My issues are complex, and probably can’t be solved over chat,” one explained when I interviewed her. When the supervisors have time to contact customer support, they are working through a batch of complex issues, often while eating lunch. They manage teams with 15 direct reports who come to them with issues and questions. Through customer interviews, I learned that hospital billing supervisors spend up to 7 hours every day in meetings. Rather than “putting our customer hats on” and assuming they like chat because we like chat, we should ask some actual hospital billing supervisors about their needs and motivations. Let’s revisit hospital billing supervisor example. When we understand the customer’s perspective – by collecting Voice of the Customer (VOC) data – then we can discover our own blind spots and make customer-centric decisions. The opposite of rational empathy is empirical empathy – empathy gained from observation or experience. The men in charge couldn’t just “put their customer hats on” and think like women. This story demonstrates the danger of rational empathy – letting your customers (and your profits) walk out the door because of your own blind spots. Redesigning Best Buy stores to appeal to this and other segments boosted financial performance by 9% compared to traditional product-focused stores. Through the Busy Moms segment working team, Best Buy identified five value propositions that resonated with female customers. ![]() To put it bluntly, men had designed the store experience to appeal to other men and that design wasn’t meeting the needs of female shoppers. “…because many senior managers were men, their understanding of female buying behavior was not normally as extensive as their understanding of male consumers.” One important segment was the Busy Moms – female shoppers that came into the store, often with kids in tow. Best Buy created working teams to understand different customer segments. In his book Reorganize for Resilience: Putting Customers at the Center of Your Business, Harvard Business School Professor Ranjay Gulati describes how the electronics retailer Best Buy confronted its customer blind spots. We’re often missing critical data about our customers because we have never walked in their shoes. The problem with rational empathy is that we all have blind spots – things we don’t know that we don’t know. This is rational empathy – you are empathizing with the customer, but it’s based on reasoning from your own assumptions, not the customer’s reality. It’s great!īecause you’ve never been a hospital billing supervisor, you recall your own experiences as a customer and reason that the billing supervisor will appreciate live agent chat just like you do. The agent can usually resolve your issue while you multitask. Rather than navigate an automated phone system or send an email and wait for a response, you like a real-time interaction through chat or text. In those situations, perhaps you’re like me: you prefer to interact with a live agent over chat. You “put your customer hat on” and recall your own experiences contacting customer support for your cable company, credit card, or bank. Imagine designing a customer support process for a hospital billing supervisor, but you’ve never been one yourself. The “customer hat” encourages rational empathy Therefore, we attempt to rationalize customer values with logic based on our own experiences. Even if we have been a customer, our experience is unlikely to represent all customers. Many of us have never been a customer of the product or service we are improving. ![]() Once you have built your Top Hat course, instructors can sync their Top Hat grades to the Carmen Gradebook, as well as import their People list from Carmen into the Top Hat Roster.But there’s a serious flaw in the exercise, especially in B2B. While Top Hat does not have to be used in conjunction with Carmen, it can be. See the Activate Your Top Hat Course page within this instructional guide for more information. Activate the course to make it available to students.Instructor Best Practices: Your First Day & Beyond!.Top Hat Support offers detailed help articles for setting up Top Hat tools, including some of the following articles: See the First Time Login and Course Creation page within this instructional guide for more information. Log in to Top Hat and create your course.See Getting Help with Top Hat for more information. The Service Desk may be able to provide information about who to call. Please contact 61 (HELP), option 4 if you have issues.įor classrooms maintained by individual colleges, please contact the college that owns the room for information related to wireless in these spaces. All OTDI-supported classrooms ( pool classrooms) will have adequate wireless. ![]()
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