“Create a customer empathy map for a first-time homebuyer. In Thinks and feels, include excitement and fear of an expensive mistake and a desire to understand total monthly cost. In Sees and hears, include conflicting advice, fast-moving listings and friends discussing bidding wars. In Says and does, include comparing listings, saving questions for an agent and using a mortgage calculator. In Pains and gains, include unfamiliar terms and surprise costs as pain and confidence to make an informed offer as a gain.”
Die dahinterstehenden Entscheidungen verstehen.
Explain costs and terms in the moments people need them.
Help customers weigh listings without hiding uncertainty.
Make the path from research to offer clear.
Use when a customer faces a complex, infrequent and financially significant decision.
Häufige Fragen
Why map an infrequent purchase?
Infrequent, high-stakes decisions often create needs that routine customer data does not reveal.
Can an empathy map include financial concerns?
Yes. Costs, uncertainty and decision confidence can be important parts of a person's context.
Should the map include demographics?
Include only context that changes goals or barriers; avoid using demographics as a substitute for research.