The Empathy Map

One of the greatest tools used in the development of start-ups in business and non-profits is the Empathy Map. Developed by XPLANE, the Empathy Map provides businesses/organizations a better understanding of the environments, behaviors, worries and aspirations of the customers it’s trying to reach. The ultimate result is that it allows a business to have a much better understanding of what a customer will and will not pay for or in the case of a non-profit, what a donor will and will not give to, or a supporter will and will not support; and even, what can or cannot truly add value to a community.

I’ve borrowed the image at the top from www.eventmodelgeneration.com to give you an idea of how it could be used or the questions that would be asked in the context of a business. For our main purposes, we will adapt the development of an Empathy Map to bring value to the local church.

For the purpose of the church, we must shift our thinking from the idea of “customers” to adherents or congregants. We are speaking of a group of people that aren’t “buying” a service or a product, but are choosing to commit their time, perhaps their monies and perhaps their efforts to supporting the local church.

There’s also the view through the external lens of how a church brings value to the community.

After all, that is ultimately why the church exists, to glorify God and reach the world with the gospel of Jesus Christ, bringing the ultimate value of purpose and abundant life to all who believe.

WHAT DOES HE/SHE SEE?

The very first question asked is what the adherent sees? What does their environment look like? Who, or what kind of people, surrounds them on a daily basis? Who are their friends? What types of offers and deal are they exposed to on a daily basis? What problems does he/she encounter on a daily basis?

Why is knowing the answers to these questions important for the local church?

Because knowing this provides context for the local church, which is made up of the people about which these questions are referring to.

WHAT DOES HE/SHE HEAR?

This is about how the environment influences the congregant. What do their friends say? What do their spouses say? Who really influences them, and how? Which media channels are influential in their lives?

WHAT DOES HE/SHE REALLY THINK AND FEEL?

What goes on in their minds? This is where we attempt to sketch out the thoughts, thought patterns, ideas, concepts and wants that they possess each and every day. What is really important to them? When it comes to emotions, what moves he/she? What keeps them up at night?

Another idea here is to attempt to describe their dreams and/or aspirations. It’s the combination of both the thoughts and feelings of the individual.

WHAT DOES HE/SHE SAY AND DO?

Imagine what they might say and do. How might they behave in public? What is their attitude? What are they telling others? Pay attention to potential conflicts between their thoughts/feelings and what they actually say and do in public.