Compassion: A Key Ingredient To Marketing's Secret Sauce

Not long ago I was invited to consider the use of compassion in the marketing world. My first thought was that compassion and marketing are words that are aren't often used in the same sentence, let alone as a dimension of strategy. The more I think about it, the more I consider that to be an unfortunate shame.

Compassion model

The way I see it, compassion has become a key ingredient in the secret sauce that enriches the flavor of truly great marketing. Compassion is certainly a key component of great content, and great content has become the currency of valued and lasting relationships. As social engagement has flourished and virtual communities have formed in newly familiar places like Facebook, Twitter, YouTube,and Pinterest, compassion and empathy have become important communication planks in the implementation of social marketing strategy. Marketers are remembering the required fundamentals for making sustainable human connections - selfless, inspiring and compassionate acts that connect brands with consumers. It's an early step in the development of sustainable relationships that begins with brand awareness and matures over time through stages of consideration, selection, renewal, referral, and advocacy.

Listen

Executives who have put customer intimacy at the forefront of their business model understand the importance of carefully and consistently listening to the voice of the customer. They encourage and enable their organizations to be affected by what they hear and responsive in ways that truly engage with the consumer. Marketing messages from relationship driven companies - content that reflects human characteristics - will be more fully and effectively received, understood, valued, utilized, and shared. It's a cycle of communication that builds momentum and touches more and more people with every rotation. 

When it comes to the quality of a brands reputation, today's consumers are most heavily influenced by what they hear from friends, family - even online strangers they've never met. Smart marketers know that embracing the voice of the customer - criticisms and compliments alike - will help them to create rich and long-lasting relationships... as long as their actions and words are genuine and authentic.

Thank you plus

"Thank you" and "we're sorry" are two simple and powerful phrases reflecting compassion and empathy when used in response to a difficult and disappointing consumer feedback.

"Thank you for bringing your disappointment with our product or service to our attention. Your experience isn't one that we can be proud of and we'd like the opportunity to make it right. We're sorry for letting you down."

Imagine the positive impact that message would have. Consider the number of times it will be seen? The number or times it would be shared, liked, and talked about. 

An understanding and empathetic response has impact because it feels human. It’s shared because it shows compassion and is more than a defensive response from a faceless corporation.

Those are the types of words and actions that will be demanded by today’s new community of consumers. It will be the language of the compassionate marketer. It's the secret sauce we marketers - we business leaders - should be using much more frequently.

Add A New Comment

  • Brittany Seiber
    May. 15, 2021

     
     A friend that suffered from Herpes and was cure with the help of this great herbal doctor Chief Lucky so i decided to contact him for help in getting rid of my families genital herpes virus 1/2 which i did and all i was told to provide was just some useful information and some materials used in preparation of the natural cure and that i did and now i am the happiest person on earth because i am writing this testimony of mine with joy and happiness in my heart to the whole world to know that natural remedy is real because i am a living testimony of Chief Lucky traditional herbal cure and i want you all to contact Chief Lucky via his email: chiefdrlucky@gmail.com or WhatsApp him +2348132777335 am sure he will help you too.
  • LIZZY ROBERT
    Nov. 28, 2020
    MOST POWERFUL AND HONEST POWERFUL LOVE SPELL CASTER DR JUMBA +1(908) 517 4108 .  (2020/2021)    
    I am here to share the wonderful work Dr. Jumba did for me. After 7 years in marriage with my husband with 2 kids, my husband started acting weird and going out with other ladies and showed me cold love, on several occasions he threatens to divorce me if I dare question him about his affair with other ladies, I was totally devastated and confused until a old friend of mine told me about a spell caster on the internet called Dr. Jumba who help people with relationship and marriage problem by the powers of love spells, at first I doubted if such thing ever exists but decided to give it a try, when I contact him, he helped me cast a love spell and within 48hours my husband came back to me and started apologizing, now he has stopped going out with other ladies and his with me for good and for real. Contact this great love spell caster for your relationship or marriage problem to be solved today via email: wiccalovespelltools@gmail.com or text him on WhatsApp messenger:  +19085174108
  • Isabella Lucas
    Nov. 26, 2020
    My ex-husband and I had always managed to stay friendly after our divorce in February 2017. But I always wanted to get back together with him, All it took was a visit to this spell casters website last December, because my dream was to start a new year with my husband, and live happily with him.. This spell caster requested a specific love spell for me and my husband, and I accepted it. And this powerful spell caster began to work his magic. And 48 hours after this spell caster worked for me, my husband called me back for us to be together again, and he was remorseful for all his wrong deeds. My spell is working because guess what: My “husband” is back and we are making preparations on how to go to court and withdraw our divorce papers ASAP. This is nothing short of a miracle. Thank you Dr Emu for your powerful spells. Words are not enough. here is his Email: emutemple@gmail.com or call/text him on his WhatsApp +2347012841542

    He is also able to cast spell like 1: Lottery 2: Conceive 3: Breakup 4: Divorce 5: Cure for all kinds of diseases and viruses.
  • Jeris Miller
    Jan. 22, 2013
    Excellent article Rod! #ImmersiveEngagement #Compassion

The Fine Print

Rod Brooks (that's me) is VP & CMO of PEMCO Mutual Insurance Company and serves as Immediate Past Chair of the Board of Directors for the Word of Mouth Marketing Association (WOMMA).  It's important to disclose both of those relationships and to be clear that this is my personal blog where I share thoughts and opinions that are solely my own.  Contact me!

blog categories

latest tweets

stay in touch