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I have been known to say: “We don’t need more data; we need expanded empathy.” But truth be told, we need both.
In an April/May survey by the human resources company Businessolver of some 1,740 employees, including 140 CEOs and some 100 Human Resources (HR) professionals, respondents reported:
37% of employees believe that empathy is highly valued by their organizations and is demonstrated in what they do.
Of the other 63% of employees, nearly one in three employees believe their organization does not care about employees (29%).
One in 3 believe profit is all that matters to their organization (31%).
Nearly one in two believe their organization places higher value on traits other than empathy (48%).
The evidence supports a conclusion that a significant deficit exists between experience and expectations relating to empathy. On a positive note, 46% of employees believe that empathy should start at the top. This opens the way for business leaders to articulate the value of expanding business results through empathy. The same survey indicates that the three most important behaviors for employers to demonstrate empathy include:
listening to customer needs and feedback (80%);
having ethical business practices (78%);
treating employees well, including being concerned about their physical and mental well-being (83%).
Three behaviors that demonstrate empathy according to the Americans Businessolver Survey:
listening more than talking (79%);
being patient (71%);
making time to talk to you one-on-one (62%).
The five behaviors that demonstrate empathy in conversation include:
verbally acknowledging that you are listening (e.g. saying, “I understand”) (76%);
maintaining eye contact (72%);
showing emotion (70%);
asking questions (62%);
making physical contact appropriate for the situation (i.e. shaking hands) (62%).
All this is well and good. But is it good for business? The survey reports that 42% of the survey respondents say they have refused to buy products from organizations that are not empathetic; 42% of Americans say they have chosen to buy products from organizations that are empathetic; 40% of Americans say that they have recommended the company to a friend or colleague. The answer to “Is empathy good for business?” is “Yes it is!”
“Corporate empathy” is not a contradiction in terms
This section is inspired by Belinda Parmar’s article “corporate empathy is not an oxymoron.”[i] Belinda Parmar is one of those hard to define, engaging persons who are up to something. She is founder of the consultancy The Empathy Business. She is an executive, a self-branded “Lady Geek,” public thinker, woman entrepreneur evangelist, and business leader.
According to Parmar, her consultancy’s corporate Empathy Index is loosely based on the work of the celebrated neuropsychologist Simon Baron-Cohen’s account of empathy.[ii] Parmar states in the newly revised 2016 Empathy Index, “empathy” is defined as understanding our emotional impact on others and responding appropriately. How does one map this to the four dimensional definition in Figure 1 (see p. 41 above)?
This captures what our multi-dimensional definition of empathy has called “empathic interpretation.” Parmar’s definition also calls out both the aspects of “understanding” and “responding,” which nicely correspond to empathic understanding and responsiveness, respectively, but misses empathic receptivity. Thus, three out of four. Not bad. How these get applied is a point for additional discussion.
Parmar and company’s Empathy Index aims at measuring a company’s success in creating an empathic culture on the job. This is not just a spiritual exercise. Parmar reports that the top 10 companies in the 2015 Empathy Index increased in value more than twice as much as the bottom 10, and generated 50% more earnings according to market capitalization.[iii] Now that I have your attention, a few more details.
The Empathy Index reportedly decomposes empathy into three broad categories including customer, employee, and social media. These contain further distinctions such as ethics, leadership, company culture, brand perception, public messaging in social media, CEO approval rating from staff, ratio of women on boards, accounting infractions and scandals. Over a million qualitative comments on Twitter, Glassdoor, and Survation were classified and assessed as part of the process of ranking the companies. Impressive. There is also a “fudge factor.”
The Empathy Index used a panel selected from the World Economic Forum’s Young Global leaders, who were asked to rate the surveyed companies’ morality. Note that Belinda Parmar was herself one of these leaders at some point, though presumably not for purposes of her own survey. Further conditions and qualifications apply. The company must be publicly traded and have a market capitalization of at least a billion dollars. The companies were predominately companies in the US and UK, a few Indian and no Chinese (due to difficulty getting the data). All the companies on the index had large numbers of end-user consumers (see “The Most Empathetic Companies,” 2016, Harvard Business Review for further details on the methodology). [iv]
Presumably the absence of steel mill, oil service, and aero-space-defense companies is not a reflection on their empathy, but simply indicates the boundaries of the survey. The 2015 index is widely available publicly and will not be repeated here. Suffice to say that the top three companies in 2015 were LinkedIn, Microsoft, and Audi. Google was at 7; Amazon, 21; Unilever, 38; Uber, 59; Proctor & Gamble, 62; IBM Corp, 89; Twitter, 93; and 98, 99, and 100 were British Telecom Group, Ryanair, and Carphone Warehouse, respectively. Interesting. My sense is that being on the list at all and relative ranking on the list in comparison with companies in a similar industry is more important than any absolute value or the numeric score as such, though the absence of a intensely consumer-product-oriented company such as Nestlé does give one pause. It is a deeply cynical statement, but an accurate one, that you know the pioneers by the arrows in their backs.
The truth of this otherwise politically incorrect observation is that innovators do not get the product or service perfect the first time out, and competitors are strongly incented to criticize and try to improve on the original breakthrough. Therefore, I acknowledge the value of the Empathy Index, and I acknowledge Belinda Parmar’s contribution. Empathy is no rumor in the work Parmar and her team is doing. Empathy lives in the work she and her team are doing.
How shall I put it delicately? The challenge is distinguishing empathy from ethics, niceness, generosity, compassion, altruism, social responsibility, carbon footprint, education of girls (and boys), and a host of prosocial properties. As this list indicates, lots of things correlate with empathy. Lots of things are inversely correlated with empathy. Empathy is the source of the ten thousand distinctions in business, including correlation with improved revenue, and meanwhile empathy gets lost in the blender.
The Empathy Index is a brilliant idea—and I am green with envy in that I did not implement it. In a deep sense, the only thing missing in my life is that my name is not “Belinda Parmar.”
Yet the reduction to absurdity of corporate empathy progresses apace with the Empathy Index as carbon footprint, reputation on social media, and CEO approval rating get included.
This index was designed prior to the revelation that social networking systems had become a platform for a foreign power (Russia) to publish exaggerated, controversial positions designed to ferment social conflict over race, economics, and extremist politics in the USA. Presumably further checks and balances are needed prior to accepting the reputations culled from such networks, unless one wants to include the approval rating of Russian trolls. Nothing wrong with approval ratings as such, but I struggle to connect the dots with empathy. Empathy is now a popularity contest to drive reputation and, well, popularity.
I acknowledge the engaging and powerful work being done by Belinda Parmer and associates to expand empathy in the corporate jungle. The challenges of engaging with empathy as a property of the complex system called a “corporation” should not be underestimated. However, I propose to elaborate an alternative point of view regarding corporate empathy.
Corporations are supposed to be treated as individuals under law, which makes sense if one restricts the context to having a single point of responsibility for the consequences of the corporation’s actions.
Thus, for example, the accounting department cannot say, “It’s not our fault; marketing made promises we were unable to honor while manufacturing cooked the books behind our back.” That is not going to work as an excuse. Whoever did it, the corporation is responsible. However, empathy in a corporate context is not additive in this way.
The empathy of the corporation is not the sum of the empathy of all the individuals. It is true that a single individual who becomes known as “unempathic” has the potential to “zero out” the empathy of the entire organization; but for empathic purposes, “corporate empathy” is the integral of the seemingly uncountable possibilities, interpretations, and responses of leaders, workers, stake-holders, across all the functions in the organization.
For example, when IBM says “everyone sells,” IBM does not mean that the geek in the software laboratory has a sales quota. That would be absurd. IBM means precisely that the geek in the lab sells by writing software code so great that it causes customers actually to call up the account (sales) representative and ask for it by name. This puts me in mind of Arthur C. Clarke’s science fiction saying: “Any sufficiently advanced technology is indistinguishable from magic.” Likewise, with empathy: the customer may not directly experience the empathy of the geek in the back office, but the commitment, functionality, and teamwork “back there” is so over-the-top, that the sales person’s empathy with the customer is empowered in ways that seem magical.
In this alternative perspective, a corporation is an individual that positions itself on the continuum between “empathy in abundance” and “empathy is missing” by enacting four practices: (1) listening (2) relating as a possibility (3) talking the other person’s perspective (4) demonstrating all of these—listening, relating as a possibility, and walking in the other’s shoes—such that the other person (customer, employee, stake-holder, general public) is given back the person’s own experience in relating to the corporation in a way that the person recognizes as the person’s own.
It has been awhile since the mantra of empathic receptivity, understanding, interpretation and response has been reiterated, so the reader is hereby reminded to check on Figures 1 and 3 in the previous chapters for a review as needed (see pp. 41, 89). Empathy is not something “owned” by the executive suite, marketing, human resources, or sales, to the exclusion of other roles. Everyone practices empathy.
Stake-holders may include the general public, whose well-being and livelihoods are impacted by corporate practices (or lack thereof). For example, the general public was profoundly affected (and not just by the price of gasoline) by the failure of an off-shore oil well in 2010 that sent some 205.8 million gallons of crude oil pollution into the Gulf of Mexico.
It is never good news when one’s corporate break down becomes a major motion picture—in particular, a disaster movie such as Deep Water Horizon. Note also this implies that empathy is not a method of waging a popularity campaign on social media.
If the corporation is British Petroleum (BP), then the empathic response might well be an acknowledgment that your experience of us is: “The only thing more foul than our reputation is the pollution perpetrated on the coastlines of Louisiana, Alabama, Mississippi, and Florida and the lives and livelihoods of the millions of people who live there.” And BP has to do this even while defending itself in court against major legal actions where anything one says can and will be used against you.
What does it mean for a corporation to listen? Ultimately customers, employees, stake-holders must decide if a corporation has been listening by the way the company’s representatives respond. At the corporate level, empathic receptivity (listening) and empathic responsiveness are directly linked.
“Empathically” means respond in such a way that boundaries between persons are respected and respectfully crossed, agreements with the other person (or community) are honored, the other is treated with dignity, the other’s point of view is acknowledged, and the other is responded to in such a way that the other person would agree, even if grudgingly, that its perspective had been “gotten.”
People test whether others have been listening by examining and validating their responsiveness. Responsiveness includes the questions that they ask and the comments that they make in response. Most importantly it includes follow up and follow through actions.
Once again, breakdowns point the way to breakthroughs. A less dramatic example than Deep Water Horizon? From a customer perspective, here is an example of an everyday breakdown: “Corporations to customers: Stop Calling! Go to the web instead. Fill out the form, and wait for a response”—usually in an undefined time. The experience is one of being left hanging.
Today many corporations prefer that the customer interact with them through their web site, because web sites are less expensive than call centers. Phone numbers are disappearing from web sites; and even when a phone number is present, it may not be the proper one. The phone number at the bottom of a press release causes the phone to ring in the marketing department, not customer service.
Even when a phone number is available, the wait time is long and the service representative, who is a fine human being, is poorly informed. What is the experience? No one is listening. That is not a clearing for success in building an empathic relationship.
What then is? An ability to assess quickly what is the break down, suggest a resolution, and have a defined process of escalation to open an inquiry into the problem. The breakthrough is when the customer call is acknowledged and the equivalent of the help desk trouble-shooter calls the customer back at the number provided to the automated system with the solution or proposed action. The technology to do this has existed ever since the call center was invented, but until Apple thought of it, no one configured it to work from outbound call center to customer.
From an employee perspective, an employee will experience the corporation as listening if the person who sets his or her assignments (“supervisor”) is a listener. That means creating a context in which a conversation between two human beings, who are both physically present, can occur. Given that one person may report to someone in a different city, teleconferencing has a great future as does a periodic in-person visit.
However, if the one person is multi-tasking, working on email while supposedly having a conversation with the other person, that is not listening. Eliminate distractions. Set aside emails. If one is awaiting an urgent update regarding an authentic emergency, then it is best to call that out at the start of the conversation. “I might have to interrupt to take a call from Peoria, where the processing plant has an emergency.”
An “open door” policy can mean different things, but I take it to mean that “anyone can talk to anyone” and not have to feel threatened with retaliation. An “open door” is a metaphor for “listen” or “be empathic.”
If an employee is having trouble focusing on the job, something is troubling her or him, and the listener demonstrates empathy by asking a relevant question or providing guidance that brings the trouble into the conversation: “Say more about that” or “Help me understand” can work wonders. As soon as the employee believes that someone is really listening, out come the details needed to engage in problem solving.
If we are engaging with what might be described as employee “personal issues” such as the ongoing need to care for a disabled parent or child, substance abuse, mental illness, corporations realize that managers are not therapists. Smart corporations marshal external resources that operate confidential crisis phone lines and referral services. It is not entirely clear what “confidential” means here, since if the employee is missing most people notice it; but presumably such an absence does not directly feed into the employee review process. Such personal assistance centers are able to make referrals to providers of medical, mental health, or legal services. The benefit for the corporation is that employee stress and distraction are reduced. The employee is able to continue contributing productively as an employee. It is an all around win-win.
Yet the employee and his crisis are predictably going to show up in the manager’s office at the end of the business day before a holiday weekend. This is perhaps the ultimate test of the manager’s empathy. He or she is now being addressed as a fellow human being by another human, all-too-human, human being.
This is an empathy test if there ever was one; and this is where practice and training can prepare the manager to respond appropriately by marshaling resources on short notice. In a crisis on Friday afternoon at 4 pm before a holiday weekend, managers can create loyalty for life in the commitment of the employee, who was assisted in a way that made a profound difference. “Above and beyond” recognition awards for the empathically responding manager are appropriate too.
Let us shift gears and take the conversation about corporate empathy up a level with a particular example. Nestlé has a portfolio of popular and even beloved brands that literally come tumbling out of the consumer’s pantry and refrigerator when one opens the door. Some 97% of US households purchase a Nestlé product, which extend from chocolate to beverages to prepared foods to baby food to frozen treats to pet products and beyond. You might not even know it, but Perrier, Lean Cuisine, Gerber, and Häagen Dazs are Nestlé brands. So are Purina pet products..
Nestlé is so committed to sustainability in nutrition, health, and wellness that it produces a separate annual report dedicated to identifying, measuring, and reporting on its progress against literally dozens of sustainability goals. After reviewing this material, as I did, the reader can hardly imagine that Nestlé has any commitments other than social responsibility, though Nestlé is a for profit enterprise and doing very well as one.
Sometimes our strengths are also our weaknesses. Nestlé is a strong contender to be the most empathic corporation on the planet, regardless of how one chooses to define empathy. Yet it did not even get on Belinda Parmar’s Empathy Index. What gives? A single blind spot in the 1970s, in which Nestlé leadership thought it saw a long term growth opportunity in infant (baby) formula, got in the way. Given the population growth in parts of Asia and Africa, Nestlé thought it could steal a march on the competition.
Nestlé had been a force in infant formula, especially for those babies whose mothers are unable to nurse due to illness or when it comes time to wean the infant. Yet it looks like corporate planners projected first world infrastructure onto the third world in an apparent breakdown in empathic understanding and interpretation. A world of good work and good will was destroyed or at least put at extreme risk.
Nestlé’s marketing of baby formula has created an enduring controversy. Starting in the 1970s Nestlé has been the target of a boycott based on the way that Nestlé marketed baby formula in the developing world.[i] From a public relations perspective, it has been a breakdown, if not a train wreck. The initial issue was supposedly that Nestlé was too aggressive in marketing baby formulation as a substitute for breast feeding. However, when one looks at the details, the issue really seems to be empathizing with the practice of breast feeding, given life in many third world countries. A breakdown in empathy?
The third world often lacks clean water, reliable power for sterilization of baby bottles, instruction labels in local languages that can be read and understood and followed by possibly illiterate or partially literate mothers. If the mother is healthy and lactating, breast feeding is a strong candidate to be the preferred method of infant feeding.
I have been known to say: “We don’t need more data, we need expanded empathy.” But, truth be told, both are required here.
Infant morbidity and mortality is reportedly three to six times greater for those infants using formula than for those who are breast fed.[ii]Nestlé responds—with a stance whose empathy is questionable—with a defensive conversation about compliance. Nestlé states that it fully complies with the 34th World Health Assembly code for marketing infant formula.
Nestlé’s Annual Review 2016 states with expanded empathy:
We support and promote breastfeeding as it is the best start a baby can have in life. In cases when breastfeeding is not possible due to medical or physical conditions, infant formula is the only breast-milk substitute recognised by the World Health Organisation. Nestlé Nutrition provides high-quality, innovative, science-proven nutrition for mothers and infants to help them start healthy and stay healthy during the critical first 1000 days.[iii]
But the matter is complex. IBFAN (the International Baby Formula Action Network) states that Nestlé distributes free formula in hospitals and maternity wards in the third world. This seems literally like manna from heaven; but the free formula lasts only long enough for lactation to stop (“lactation,” of course, being the naturally occurring production of breast milk after the woman gives birth).
After leaving the hospital, the formula is no longer free, but because lactation has ceased, the family must buy the formula. Gotcha?! IBFAN also asserts that Nestlé uses “humanitarian aid” to jump start markets and does not label its products in the language spoken in the country where the product is sold. “Humanitarian aid” is not marketing, but then again maybe such “aid” has similar, if unintended, consequences as “free samples” in marketing. Further, IBFAN asserts that Nestlé offers gifts and sponsorship to influence health workers to promote its products.
Nestlé denies these allegations, and states that it is responsive, and ongoing steps are being taken to remedy the situation.[iv] Never was it truer that empathic interpretation is a dynamic process.
One person’s empathic responsibility is another person’s unempathic irresponsibility. Note that the duck-rabbit (see Figure 4, cited above, p. 182) maps to a single continuous line on the page. It is the “objective” reality of the line itself that starts resonating, flipping back and forth, when it encounters the human perception system. Perhaps it was just too complicated and controversial to include Nestlé in the Empathy Index, formulated by Belinda Parmer’s process.
Any corporation that commits to practicing empathy will find its commitment challenged in ways that an Empathy Index (as currently defined) cannot imagine—or capture.
So popularity contests are likely to remain the preferred method of expanding empathy in marketing departments, especially among those who are—you guessed it—popular! The easy way out? Among those who decide to do the tough work of empathy, acknowledging inauthenticities and cleaning up integrity outages, a corporation can practice empathy at a high level and also have a reputation that is (in)distinguishable from the tar-like asphalt that randomly washes up on the beach after an oil spill.
Empathy in the corporate environment is “trending,” but remains a work-in-progress with many trade-offs and opportunities for debate. Still, the battle is joined.
The challenge is to see the empathic forest for the trees. Corporate empathy means many things. In corporate speak, “empathy” becomes a synonym for “employee benefits,” “social responsibility,” “executive ethics,” “favorable feedback from employees,” and “team building.” For example, input to Parmar’s Empathy Index includes “carbon footprint,” “number of women on the Board,” and reputation on social networking media. Carbon footprint?
Connecting the dots between empathy and carbon footprint is definitely a work-in-progress.
Stake-holders—people who buy stocks or bonds in a publically traded company—give money to the company. They want money back in turn—cash flow or profit or both. Don’t tell me about empathy; show me the money!
Although some investors are interested in social responsibility, most investors are interested in profit. They are not asking for empathy or even particularly interested in empathy, unless they decide it can make money for them. As Chris Janson, country western, singer says: “They say money can’t buy happiness. [Pause.] But it can buy me a boat—and a truck to pull it.” Funny. The suspicion is that the good ol’ boy doesn’t get enough empathy from the supervisor down at the saw mill, and needs to get away to go fishin’, which, in turn, simulates an experience like stress reduction, a major result of empathy.
Saying that the purpose of business is to make money is like saying the purpose of life is to breathe. Keep breathing—and make money—by all means. But the purpose of life is to find satisfaction in one’s work, raise a family, write the great American novel (it’s good work if you can get it!), experience one’s efforts as contributing to the community and making a difference.
Likewise with business. Business is about delivering human value and satisfying human demands and goals, whether nutrition, housing, transportation, communication, waste disposal, health, risk management, education, entertainment, and so on. Even luxury and conspicuous consumption are human values, which show up as market demands.
The customer with a complaint is an example of supply and demand. The customer is “demanding” a product or service that satisfies the real or implied service level agreement. What is often not appreciated is that the customer is also often demanding empathy as part of the service level agreement.
Which direction is the empathy travelling? From employee to customer? From supervisor to employee? From executive to stake-holder? The one who gets paid the money provides the empathy along with the produce or service. Even fairly abstract financial instruments such as insurance and hedging future prices in commodities such as wheat or oil have a valid function in risk management and so have an empathic core of managing hope and fear about the future. The one exception I can think of? Trading derivatives and derivatives of derivatives becomes a formal financial form of gambling. Absent empathy, some people find that gambling provides them with the stimulation they require to feel alive.
One may argue that transportation does not require a Lamborghini and that a Honda Civic will do quite well, thank you; but the debate is still about the experience of brand equity, which is a proxy for empathy like “carbon footprint.” The purpose is to create satisfied customers, suppliers, buyers, sellers, and partners. Review the above-cited quote from Jack Welch that “shareholder value is a result, not a strategy” (see p. 274 above). If one does these things well, addressing a demand in the market, the money shows up.
In conclusion, business people “get it”—empathy is good for business. Profit is a result of business strategy, implementation, and operations, not “the why” that motivates commercial enterprise. And if profit shows up that way (as the “the why”), then you can be sure that, with the possible exception of index derivative hedging, it is a caricature of business and a limiting factor. Business prospers or fails based on its value chain and commitment to delivering value for clients and consumers. However, as noted, some of the things that make people good at business make people relatively poor empathizers.
Business leaders lose contact with what clients and consumers are experiencing as the leaders get entangled in solving legal issues, reacting to the competition, or implementing the technologies required to sustain operations. Yet empathy is never needed more than when it seems there is no time or place for it. This is a challenge to be engaged and overcome.
What to do about it? Practice expanded empathy. Empathy is on the critical path to serving customers, segmenting markets, positioning products (and substitutes), psyching out the competition—not exactly empathy but close enough?—building teams and being a leader who actually has followers. Empathy makes the difference for contributors to the enterprise at all levels between banging on a rock with a hammer and building a cathedral. The motions are the same. When the application of empathy exposes and strengthens the foundation of community, then expanding empathy becomes synonymous with expanding the business.
Building customer communities, building stakeholder communities, building teams that work, are the basis for product innovation, brand loyalty, employee commitment, satisfied service level agreements, and sustained or growing market share. Can revenue be far behind? Sometimes leaders don’t need more data, leaders need expanded empathy, though ultimately both are on the path to satisfied buyers, employees, and stakeholders. If the product or service is wrappered in empathy, has an empathic component as part of the service level agreement, gets traction in the market, and beats the competition’s less empathic offering, then we have the ultimate validation of empathy. We do not just have empathy. We have empathy, capitalist tool.
[i] Belinda Parmar. (2016). Corporate empathy is not an oxymoron, Harvard Business Review: https://hbr.org/2015/01/corporate-empathy-is-not-an-oxymoron [checked on June 30, 2017]. This article includes the complete list of 100 companies.
[ii] Simon Baron-Cohen. (2011). The Science of Evil: On Empathy and the Origins of Cruelty. New York: Basic Books (Perseus).
[iii] Belinda Parmar. (2016). The most empathetic companies. 2016. Harvard Business Review, 12/20/2016: https://hbr.org/2016/12/the-most-and-least-empathetic-companies-2016 [checked on June 30, 2017].
[iv] Parmar 2016.
[ii] Ibid., Nestlé boycott, Wikipedia
[iii] Nestlé Annual Review 2016: https://www.nestle.com/asset-library/documents/library/documents/an nual_reports/2016-annual-review-en.pdf: 20 [checked on 12/11/2017]. Note that Nestlé produces three (3) corporate annual reports every year. One for Nestlé International; one for Nestlé USA; and a third on Nestlé’s measurable commitments to social responsibility.
[iv] Op. cit.: Nestlé boycott, Wikipedia.
(c) Lou Agosta, PhD and the Chicago Empathy Project