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Writer's pictureMichael Brandt

Empathy in Business: Why It’s Essential for Both Customers and Staff


 

Who has never thought to themselves: “Stop the world. I want to get off!”? Empathy has become a cornerstone of exceptional customer service in today's fast-paced, often stressful environments. It’s widely acknowledged that understanding and responding to the needs and emotions of customers leads to better experiences and, ultimately, stronger business outcomes. But an equally important aspect is sometimes overlooked: empathy's role in managing and supporting staff.

 

Throughout my career, I’ve seen the power of empathy in both customer-facing roles and internal team dynamics. Early in my professional life, as a station manager for TWA at Munich airport, I experienced firsthand how empathy can not only soothe frazzled customers but also strengthen and unite teams. Here’s what I learned about the importance of empathy in both areas.

 

 Empathy for Customers: Beyond the Transaction

 

When I started managing airport operations in Munich, it was a period of intense change for air travel. This was just after the Lockerbie disaster and heightened security measures made travel more complicated and stressful for everyone. Getting through airports felt more like running an obstacle course than enjoying a seamless travel experience. In that atmosphere, emotions ran high, and customers faced many challenges, whether personal or procedural.

 

I encountered a wide variety of customer situations each day, from families who had missed their flight due to highway congestion to individuals flying to weddings, funerals, or visiting sick relatives. There was the emotional lady tearfully saying goodbye to her husband, posted to Munich for six months, whom she wouldn’t see again until his return. Each of these customers was experiencing their own unique form of stress.

 

In those moments, it wasn’t just about solving a logistical issue or sticking to company policy. It was about understanding and addressing the human experience behind each interaction. The family who missed their flight didn’t need a recitation of refund policies - they needed someone to help them explore options and feel like they weren’t alone in their predicament. The woman saying goodbye to her husband didn’t need expedited boarding; she needed a moment of compassion. These are the moments that define great customer experience.

 


Definition of empathy

Empathy allowed me to respond more effectively to the emotional state of each passenger, tailoring solutions to meet not just their practical needs but also their emotional ones. It’s easy to forget that while for us, as professionals, it may be “just another day,” for many customers, the stakes are much higher. This perspective made it clear that treating each case with patience, understanding, and care was the key to providing exceptional service.

 

 Empathy for Staff: Building Teams That Thrive

 

But customers were only one part of the equation. The success of any customer-facing operation depends heavily on the cohesion and morale of the team behind the scenes. I quickly realised that my staff, particularly the flight deck crews stationed in Munich for weeks or even months at a time, needed just as much empathy and support as the customers did.

 

These crews, who were based in St. Louis or Kansas City, were far from their families for long stretches. For many of them, this overseas assignment was a rare opportunity, and while it was an exciting challenge, it also came with its own set of personal and professional strains. As the local team, we recognised that making them feel welcome wasn’t just a nice gesture -it was essential to creating a frictionless operation.

 

We went out of our way to integrate these crews into our team. When they arrived, we showed them around the city, helped them settle in, and made sure they felt like part of our community. If their families visited during their stint in Munich, we made sure they were looked after too. This not only improved their well-being but also led to a better working environment. A team that feels supported and valued will always perform better, and that certainly rang true in Munich.

 


Team celebrating

When empathy is applied to staff, the results are clear: better communication, more effective collaboration, and a sense of loyalty that goes beyond a mere job description. Happy, engaged teams are far more likely to go the extra mile for customers, and the organisation benefits from a more positive, productive work environment.

 

 Empathy as a Leadership Imperative

 

Over time, I’ve come to believe that empathy isn’t just a skill for customer service representatives or team managers - it’s a leadership imperative. Leaders who show empathy create environments where people, both customers and staff, feel valued, understood, and supported. This translates into better service, stronger team dynamics, and ultimately, better business results.

 

In leadership, it’s important to remember that people - whether they are customers or team members - are dealing with more than just the tasks in front of them. Everyone carries with them a set of emotions, challenges, and concerns that influence how they engage with the world. By recognising this and responding with empathy, leaders can turn potential conflicts into opportunities for connection and problem-solving.

 

When empathy is woven into the fabric of an organisation’s culture, the benefits extend far beyond customer satisfaction scores. It leads to stronger teams, greater resilience in the face of challenges, and a more humane approach to business.

 

 Conclusion: Empathy is Good for Business

 

Empathy is not a soft skill - it’s a critical component of successful operations, whether you’re dealing with customers or managing a team. As I learned during my time as a station manager, showing empathy toward customers can transform difficult situations into opportunities for deeper engagement and loyalty. Equally, applying that same empathy to your staff can foster a sense of belonging and teamwork that translates into smoother operations and higher morale.

 

In today’s complex, fast-moving world, we often focus on efficiency and outcomes. But the real secret to long-term success lies in the human connections we foster along the way. Empathy is the bridge that connects us, helping us to navigate both the challenges and opportunities of our work with grace, understanding, and compassion.

 

If we want to build organisations that thrive, we must remember that empathy isn’t just good for people- it’s good for business too.

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