Customer Empathy
A radical intervention in customer experience management and design

What is Customer Empathy?

Empathy is fundamental to customer centricity

Customer Empathy is a powerful human resource for positively impacting customer experience excellence. In the book, I outline my customer-centric method to switch on and scale customer empathy, which I use in my own practice to solve the common CX management problems of low organisational commitment, poor alignment of cross-functional teams, and competing agendas and priorities.

Customer empathy helps leaders and employees to see the customer’s world differently. Doubling down on CX practices by switching on customer empathy to create deeper understanding, more meaningful connection, align and unite teams and enrich decision making to benefit customers, employees and the business.

Customer Empathy's 3 Core Skills


Empathetic listening is a key skill in understanding your customer’s world with the aim of learning about their culture, context, needs and goals through their stories.


Curiosity is a strong desire to learn something new. An approach that asks questions with an attitude of openness and enthusiasm to learning something new, without assumption or judgement.


Stories are a part of how we learn and remember people, places, events and experiences. They help us to connect with each other, make sense of our world and connect us emotionally.

Customer Empathy Scorecard
Quickly understand the gaps in your CX leadership

Book Reviews: Customer Empathy - A radical intervention in customer experience management and design

  • Reader Review #20

    "Customer Empathy could not have come at a better time as we work through the COVID-19 crisis and try to manage the experiences of our employees, customers, community, and family.  An easy to read and practical book that clearly helps you understand what being Empathetic looks like and how to 'turn it on' in your organization. Excellent breadth of research and references provides further value and the opportunity to dig deeper into the skill that will help organizations meet their customer needs and differentiate themselves during this crisis." - Anita Siassios, Managing Director

  • Reader Review #15

    "I strongly believe that empathy is one of the critical non-negotiables for customer experience excellence. Well done!!" - John D. Hanson, CX Consultant

  • Reader Review #3

    “A profound concept, simply and succinctly communicated. Don’t be limited by the title - this is a book that should be read and adopted as a manifesto by anyone who wants to connect with and serve others in a meaningful way.” - Sarah Pennell, General Manager
  • Reader Review #16

    "Many of us talk about how to improve the customer experience – Alex Allwood and this joyful yellow book cover and its contents actually live the customer experience - by understanding empathy. Seeing, listening and feeling - if there was ever a time when you needed this book in your back pocket - I reckon it's about now. Evidence, storytelling, and practical advice." Amanda Jones – Chief Marketing Officer
  • Reader Review #10

    "Alex Allwood guides you through more meaningful approaches and unlocks one of the strongest methods for impacting customer experiences - empathy. Check it out." - Anton Buchner, Marketing Advisor
  • Reader Review #9

    "Alex Allwood makes a fresh and compelling case for businesses to drill deeper when it comes to understanding their customers’ experience.’
    Through a blend of fascinating anecdotes, rigorous research and original insights, Alex Allwood makes a fresh and compelling case for businesses to drill deeper when it comes to understanding their customers’ experience.
    Because beyond the data, knowledge of what customers are actually feeling is hugely illuminating – and it’s this that will guide better decision-making and business practices.
    'Customer Empathy' demonstrates that the benefits of this approach are manifold. Customers feel more understood and valued. Employees feel their work is more meaningful and satisfying. And businesses and the people who lead them can get greater clarity around purpose.
    I also enjoyed that the book not only made the case for 'why' customer empathy matters, but it also supplied an extensive list of tools and resources business leaders can use to strengthen their organisation’s customer empathy capability – so the 'how' was covered well too.
    In short, 'Customer Empathy' is a highly enjoyable read that delivers powerful insights for anyone who wants to build a better business.” - Anne Farrell, Head of Marketing

  • Reader Review #19

    "A must read for all who participate in designing customer experiences and interested in nailing it. Digestible, well researched and timely, Customer Empathy delivers a valuable lens for marketing and management teams by expanding on the value of empathy, that need not stop with the customer experience. Highly recommend this book. Again - I thoroughly enjoyed it. It's one of those books that make you feel like going back to start as soon as you've finished!" - Tess Kennedy, Senior Marketing Manager
  • Reader Review #8

    “A well researched and easy read. Quickly calls out why many organisations are missing the mark when it comes to executing their customer strategy. Alex provides the key as to why this is the case along with implementable solutions. I recommend to all leaders seeking to understand their customers’ experiences and improve outcomes for customers, employees and shareholders.” - Greg Merriman, Business Owner
  • Reader Review #7

    "A terrific book! I highly recommend it to anyone in the field of customer experience, customer service and beyond." - Neil Davey, Managing Editor
  • Reader Review #5

    “Alex opened my eyes to a new perspective on how we should view the customer experience and more importantly our relationship and the impact. This is worth the read, challenging, informative and with a great road map for next steps.” - Bette McIntyre, GM Organisational Effectiveness

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