»  Shoppercentricity

How empathetic are you as a marketer? An easy way to answer that question is to consider how focused are you on improving your customer's shopping experience.

PSFK shares a great example of utilizing technology to improve the customer experience. BMW has started testing the use of iPads as a way to speed up the customer's application process, allowing customers to spend more of their time at a dealership doing what they are there to do - find and purchase a car.

The impact? BMW doubled customer's satisfaction surveys at the lease-end process. 

While improving your customer's experience may not produce as dramatic and timely results as BMW experienced, a focus on customer empathy will result in experiential and business gains.