<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa122eaa0ef6487c3ff7cf_651d3d55a849b854a8439296_610be47c13864c1d31c39325_Untitled%252520design%252520(40).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Pulse Check: What&#39;s your brand&#39;s Empathy score?</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>17 June 2021</span> <span class="pip"></span> <span>2 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">Pulse Checks compile key data and learnings for brands we work with, often contributed by agencies, within our network. This week, we're sharing findings from <a href="https://schwa.consulting/">Schwa's</a> empathy test.</p> <h2 class="gn-reveal">How do you measure empathetic communications in banking?</h2> <p class="gn-reveal">They analysed online communications from eight banks in <a href="https://www.which.co.uk/money/banking/bank-accounts/best-and-worst-banks-a3q5d8c6dj7y"><strong>Which's 2020 best banks for customer satisfaction list</strong></a> – from the top and bottom of the table.</p> <p class="gn-reveal">They covered:</p> <p class="gn-reveal"><strong>Bereavement</strong></p> <p class="gn-reveal"><strong>Complaints policies</strong></p> <p class="gn-reveal"><strong>Replies to complaints on Facebook and Twitter</strong></p> <p class="gn-reveal"><strong>Covid-19 web pages</strong></p> <p class="gn-reveal"><strong>Formal apology statements on news websites.</strong></p> <h2 class="gn-reveal">The Results</h2> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa122eaa0ef6487c3ff7b7_610be486f103955302faa409_Schwa-Pulse-Check.png" width="auto" height="auto" loading="auto"></div> <figcaption>Schwa's empathy scores for eight banks from Which's 2020 best banks for customer satisfaction list.</figcaption> </figure> <h2 class="gn-reveal">What they found</h2> <p class="gn-reveal">Their findings show the best banks in Which's survey for customer service were the top scoring banks for empathy too. And First Direct, the only bank in their selection to get a 5-star rating for communication in Which's survey, was the number one bank overall.</p> <p class="gn-reveal">Although, with ten points to play for, even the best brands could have done better. That was usually because, while they generally scored well, they weren't completely consistent.</p> <p class="gn-reveal">Monzo normally aces short, clear messages, but struggled to hit the right, well-structured, note with its Covid-19 comms. Make sure to think about what you're saying, in what order and how you're saying it.</p> <p class="gn-reveal">And our chart-topper, First Direct, fell down with an overwhelming bereavement page, which also had lower readability than anything else we saw from them.</p> <aside class="gn-quote gn-reveal"><q>Empathy isn't about being 'fluffy'; it's about understanding what customers need and when.</q><cite>Schwa</cite></aside> <p class="gn-reveal">To be truly empathetic, you need to talk about the customer and their situation, and learn it is not about you, your processes or brand values. The biggest takeaway Schwa found is to make sure you are measuring the readability of your writing, it is a good start in judging how empathetic your communications are.</p> <h2 class="gn-reveal">What does your brand score?</h2> <p class="gn-reveal">Banks are far from the only ones with empathy or customer service problems. The measures Schwa have used are ones customers would want to see in empathetic communications from any brand or business. And they're the things we suspect most customer service people would do if they were following their instincts.</p> <p class="gn-reveal">For the detailed report and to find out your own business' empathy score, download Schwa's empathy test, <a href="https://try.schwa.consulting/empathy-test-booklet"><strong>here</strong></a>.</p> <p class="gn-reveal"><em>As The GO Network members, Schwa can help improve your customer experience, communications and culture – and measure the difference it makes. If you'd like to learn more about our agency network or get advice on specific challenges, get in touch <a href="https://timeforgo.com/#cta-modal"><strong><em>here</em></strong></a><strong><em>.</em></strong></em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/202425-industry-pulse-check-report" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">2024/25 Industry Pulse Check Report</span> <span class="gn-related__excerpt">UK agency and brand data on budgets, ROI, and channel investment. 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