Empathy and helpfulness in customer contact is king

What is the role of empathy in an increasingly AI-influenced economy? Is there a growing disconnect between what customers expect from empathy and what they experience from companies? A new global study by Zurich Insurance Group (Zurich) addresses these key questions.

The report, which was developed in collaboration with the renowned empathy academic Professor Jamil Zaki, Director of the Stanford Social Neuroscience Laboratory, is based on a global YouGov survey of over 11,500 consumers in eleven countries. The results of the study make it clear: empathy is king. Consumers prefer authentic exchanges and highly value companies that show understanding and care, especially in difficult moments.

Competitive advantage through empathy

Three in five respondents (60 percent) said they only use offers from companies that genuinely care about them and their needs, while almost three quarters (73 percent) of respondents said they would avoid companies that show a lack of empathy for their situation or circumstances. 43 percent of consumers surveyed have left a brand in the past due to a lack of empathy, and a further 61 percent would be willing to pay even more for a brand that genuinely cares about them.

In addition, the survey finds that the benefits of artificial intelligence (AI) are recognized, but there is a lack of authentic emotional exchange - 71 percent of respondents believe that AI cannot make real human connections, and 92 percent value direct emotion-driven human interaction over 24/7 availability.

Empathy expectations of financial service providers often remain unfulfilled

The report provides a cross-industry view and shows that empathy is expected most of all in financial services - 88 percent of consumers consider it important (second only to healthcare providers), but only 63 percent agree that the industry is truly empathetic.

"In today's world, empathy is crucial for creating customer experiences. The positive experiences of our customers determine long-term growth. Companies therefore need to create genuine human connections as a basis for trust and loyalty. By acting empathetically, companies can gain a competitive advantage and build lasting customer relationships," emphasizes Daniela Cerna-Wirths, Head of Strategy, Customer and Sustainability at Zurich Group Germany. "At Zurich, we want to understand our customers even better so that we can go the extra mile for them. We are convinced that empathy is a skill that can be learned and helps us to maintain stable and appreciative customer relationships."

"Empathy is the common thread that runs through all my scientific work. Many years of research show time and again that it promotes trust, collaboration and long-term success. This report highlights how empathy comes into play in business and why it matters - and makes a compelling case for integrating it into every customer experience," said Dr. Jamil Zaki, Director of the Standford Social Neuroscience Laboratory.

Firmly anchoring empathy in the corporate strategy

Understanding empathy as a learnable skill and integrating it into processes can help to build stable customer relationships. The report's key recommendations include:

• Strategic integration: Make empathy a central part of the corporate strategy and consider it crucial for long-term success - not just a nice gesture.
• Empathy training and skills developmentInvesting in customized training tailored to both the market and the business function so that frontline employees can truly understand and respond to customer needs.
• Commitment and measurability by managers: Ensure that managers exemplify empathetic behavior and record its impact as an important performance indicator.
• Technology and human connection: Combining technological efficiency with authentic human interaction - using AI to support, but not completely replacing personal encounters in key customer moments.
• Cultural anchoring: Integrating empathy into everyday working life and the corporate culture so that it becomes the basis for all business activities.

Practical test: Zurich's global empathy training increases customer satisfaction

Although 45 percent of consumers believe that empathy cannot be trained, Zurich's award-winning Global Empathy Training Program proves otherwise. Developed together with the Be Human Partnership, 26 percent of Zurich employees worldwide have already completed almost 46,000 hours of training in the UK, Switzerland, North America, Malaysia and Australia since the program was launched in 2023 - and the program continues to grow. In Germany, around half of the approximately 4,600 employees have already completed the training - the highest participation rate of any Zurich country worldwide.

Thanks to the training and other measures, measurable improvements can be seen: Customer loyalty and retention is increasing and the Transactional Net Promoter Score (TNPS) has risen by 7 points (worldwide) between January 2024 and June 2025. Empathy and helpfulness in customer contact are also perceived in Germany: Since 2023, the NPS (Net Promoter Score) regarding these two factors has improved to 79 points.