The people that we have a deep and meaningful relationship with, are the ones we care about. We trust them, listen to them and forgive them when necessary.
Most people strive to create deep and meaningful relationships. And when you think about it, these relationships are often built upon shared experiences that are exciting, emotional or stressful. So what can we learn from this in terms of conversation design?
1. Spot opportunities
When brands want to develop a deep relationship with their audience, they have to keep in mind that stressful situations create opportunities. For example: when someone gets stuck in the customer journey or has to reach out because something went wrong with their bill, then the person will contact the company, and that becomes an opportunity to create value.
If you ensure that you provide a valuable and memorable experience, a deep and long relationship will be established. Imagine a customer calling you, because he cannot pay the bill. You tell him that there are others just like him, you make him feel understood and you promise him to help. At the beginning of the conversation, the customer was stressed and insecure, but at the end he feels relieved and happy. You made him feel that way. A personal experience builds more trust and meaning than a thousand commercials on TV.
But how exactly do you use empathy, and create trust within conversational interfaces?
2. Learn how empathy works
It is tempting to think that empathy has to do with feelings. Sure, there are emotions involved but the last thing you want to do is fill in someone’s emotions. So you want to avoid saying things like the examples below:
Empathy is about feeling understood and validated. Knowing that somebody is listening and sincerely cares about your situation is worth much more than a chatbot simply guessing your emotions.
Another wrong example: