The Opportunity to Connect Empathetically and Deeply with Your Customers

The Opportunity to Connect Empathetically and Deeply with Your Customers

Many people still remember the power outages we experienced a few weeks ago. The days spent waiting for electricity to come back made us realize how dependent we are on this basic service, which is essential to every aspect of our daily lives.

 

As the days went by without a solution, many people found themselves searching for power in different places. Some started close to home, at the houses of family and friends, or in public spaces near where they live.

 

In that search, many people ended up at shopping malls, which became a solution to the problem they were facing: a climate-controlled, safe place where the outlets in the hallways quickly filled up with extension cords charging phones and all kinds of electronic devices, and people sat on the floor waiting and keeping an eye on their belongings.

 

According to our ICREO study, trust is built on 5 pillars, one of them being empathy—the pillar many brands find hardest to work on. Moments like these are where the opportunity lies to connect, understand what so many people are going through and create welcoming spaces for our customers. Building relationships with customers based on empathy and real needs at a difficult time, offering a simple solution and giving people the space they need, makes us the best neighbor in a critical moment.

 

A shopping mall that welcomes its neighbors and presents itself as a refuge, sharing its electricity when people need it, creates a deep and genuine bond. It’s an invitation to see real, everyday situations as opportunities to build brand and create a unique, meaningful connection with people.