Did you know that one of the first things you have to do when training to be a bus driver in Mexico City is get on a bicycle?
I know that might seem a bit of an odd thing to be asked to do, but if you think about it, it makes perfect sense. Mexico City has some of the busiest roads in the world and the bus company wants and needs its drivers to be safe, respectful and, above all, empathetic with everyone else on the road. And what better way could there be to empathise with other road users, most of whom are not driving around inside a large bus, than to get on a bike and see what it’s like?
This story perfectly illustrates the idea of empathy and how understanding others’ experiences can lead to meaningful change. It’s a concept that resonates deeply within the social housing sector, where walking in the tenant’s shoes is not just valuable, it’s vital. We will delve more into this at our online Customer Experience Club which I’ll be co-hosting with Carla Hall, Chief Delivery Officer, CGA Experience, on 4 March. Together, we’re going to explore why the social housing sector needs to make empathy a priority.
Now is the time for empathy
Empathy is the ability to understand and share another person’s feelings, experiences and emotions. It involves imagining what someone else might be thinking or feeling, and seeing things from their perspective. For social housing landlords, it’s an essential skill; if you can empathise with your tenants—many of whom are amongst the most vulnerable in society—if you can see the world through their eyes and act decisively when issues arise, you can significantly improve their lives. At the same time, this approach positively impacts tenant satisfaction measures (TSMs).
As an example of what can happen when we don’t listen and make assumptions, take a look at the brilliant ad produced by Coordown to mark World Down Syndrome Day. It powerfully shows how our behaviour can create unintended realities for other people.
So, how can we change our behaviour? How can the social housing sector step into the tenants’ shoes and see the world from their perspective? How can we address the troubling trend where tenant satisfaction scores begin to dip just one year after tenants move in?
Exploring the tools for change
One approach gaining traction is the use of immersive experiences to build empathy within organisations. Techniques such as immersive learning and active listening can help staff at all levels better understand their tenants’ realities. These methods enable individuals to connect on a deeper level, fostering understanding and driving actionable outcomes.
For instance, bespoke training experiences that focus on empathy, active listening, and self-awareness can transform how organisations engage with their customers. These experiences often include practical exercises and reflective sessions, which provide safe spaces to explore real-life challenges and practise constructive responses. As a result, both staff and tenants benefit—through better communication, stronger relationships, and improved outcomes.
Time to take action
Over the years, I’ve lost count of the number of times I’ve stood in front of senior management teams to present their latest satisfaction survey results. When presenting scores, especially when they’re part of a league table, I’m frequently asked what organisations at the top do differently. The answer is often simple: they deliver great service consistently. But scratch the surface and you’ll find another key factor—empathy.
Empathy isn’t about soundbites or good intentions. It’s about dedication to walking in your customers’ shoes, living their lives, and understanding their struggles. Organisations that consistently perform well have leaders who prioritise customer experience, act on feedback, communicate regularly, and demonstrate genuine care.
Perhaps, it’s time we all reflected on how we can embed empathy more deeply into our practices. By taking deliberate steps to understand our tenants’ perspectives and tailoring our actions accordingly, we can build stronger, more compassionate communities.
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