EMPATHY

Empathy, as it is traditionally understood, refers to the ability to identify and understand another person’s situation and feelings (Preece & Ghozati, 2001) and is generally used to establish rapport and build a basis for trustworthy communication (Pfeil & Zaphiris, 2007). As the world evolves into an information economy where knowledge transactions are being shifted to the digital platforms, the significance of empathy increases and varies, as there is a growing need for understanding human factors as experienced within current and future contexts – i.e the merging of face-to-face interaction to the online, networked information environment, particularly in the areas of social networking and online public relations (Miller & Wallis, 2011).

This is extremely relevant to my degree and presumably my future occupation. I study marketing/advertising and digital communications. Thus, the idea of empathy, and understanding how to develop interpersonal skills so they can be effective online is a noteworthy area, and one of which I feel will come into the spotlight in the near future. I would even go as far to say that for survival in the 21^st century information and communication technology environment, it would seem vital to explore whether the nature of interpersonal communication is evolving in the emerging context and what implications this has for key stakeholders involved in the future development of information professionals. As Miller & Wallis contend,

“ With the [increasing] use of online pedagogies, [it is questioned] whether the virtue or skill of empathy can be developed or taught in virtual environments. Can methods of virtual simulation or role play assist in developing both traditional and online interaction skills in information professionals?” (2011 p 131).

In regards to marketing, I feel it is of upmost importance to have a good sense of empathy to allow for the development of optimum campaign and product success. A marketer needs to get inside the head of those who are being targeted, decipher which emotions to hit on in order to manipulate the decision to exercise a specific action. Whether it be to purchase a product, sign up for a newsletter or visit a website; as sales expert David Oliver states,

"Empathy is about understanding the pain that the customer experiences, so that the aspirin can be tailored to their needs” (cited by Sparrow, 2007).

However, Wendy Brooks, director for learning and development and consultancy at the Hemsley Fraser Group, suggests that empathy should be approached as one part of a larger holistic perspective. Brooks urges that marketers and sales people should think in terms of “crafting an answer” with the audience and not being afraid of audience/customer objections (cited by Sparrow, 2007).

So how does one learn how to be empathetic, or how is an employer to train employees the art of empathy?

Timperley – author of “Connective Selling” - suggests observation of body language and rapport-building skills are major factors in developing empathetic selling strategies. However, “real empathy comes from the sales person understanding the customer and their needs” (Timperley, cited by Sparrow, 2007).

Sparrow’s article “Empathy, empathy, they all want empathy,” (2007) depicts a three stage framework for developing empathy as suggested by Gary Hosey – an executive and behavior coach;

“* Stage 1: Develop the client's listening skills and learning behaviors. These in turn allow the people whom the client deals with to speak and to be heard.

* Stage 2: Take the client to the next level - this is known as enhancing empathy. The coach will start to build a structure about how the client uses questions effectively. The client learns to draw people into conversations. They will develop relational capability as they learn that people love talking about themselves.

* Stage 3: Develop enhanced empathy, also known as appreciative listening.”

I feel that as organisations realize the ability empathy has to increase productivity and the bottom line, their employers will be provoked to reintroduce the idea of empathy and secure its place in the novel industry.

Miller, F & Wallis, J 2011, “Social Interaction and the Role of Empathy in Information and Knowledge Management: A Lioterature review,” Journal of Education for Library and Information Science, Volume 52, Issue Number 2, pp 122-132, accessed 4.8.2011, ProQuest Database

Preece, J & Ghozati, K 2001, “Observations and explorations of empathy online In. R. R. Rice & J. E. Katz(Eds.),” The Internet and health communication: Experience and expectations, pp. 237260, Thousand Oaks. CA: Sage Publications Inc.

Pfeil, U. & Zaphiris. P, 2007, “Patterns of empathy in online communication. Conference on Human Factors in Computing Systems. Proceedings of the SIGCHI conference on Human Factors in computing svstems,” San Jose. California, pp. 919-928.

Sparrow, S 2001, “Empathy, empathy, they all want empathy,” Training and Coaching Today, pp 16-17, Business Source Complete, EBSCOhost, viewed 5.8.2011, http://web.ebscohost.com.ezproxy.uow.edu.au/ehost/detail?vid=2&hid=125&sid=e02326ef-8c43-4491-ad64-4e4b3911099c%40sessionmgr110&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=24684199

People who contributed to this blog –

Nicola Rushton

Jessica Kumanovski

Najla NoureddinFaker

Jenna Thirtle