Why empathy matters for building loyal customers

By: Solomon Nartey Tetteh

Customer service expert Victoria Osei Sarfo has emphasized the crucial role emotions play in fostering customer loyalty, urging businesses to prioritize empathy and emotional intelligence in their service delivery.

A study by omnichannel customer engagement platform, SAP Emarsys found that brand loyalty dropped from 77% in 2022 to 69% in 2024, reflecting how easily consumers can switch brands in the digital age.

Speaking on the Business Breakfast show on Zed FM, Ms. Osei Sarfo explained that while traditional factors such as product quality and competitive pricing remain important, it is often the emotional connection that determines whether a customer stays loyal to a brand over the long term.

“Customers feel more comfortable and welcomed when businesses show empathy. It’s not just about resolving issues or offering discounts, but also about making people feel heard, respected, and valued. That emotional experience sticks with them far more than a transaction ever could,” she said.

According to her, customers are more likely to return, leave positive reviews, and recommend a brand to friends and family when they feel emotionally connected to it.

She added that businesses that actively invest in emotional engagement tend to see higher levels of retention, customer satisfaction, and even resilience in times of crisis.

Ms. Osei Sarfo cited examples where brands that consistently practice empathy through personalized communication, active listening, and swift, compassionate responses to complaints have built strong reputations and loyal customer bases.

“Loyalty isn’t just built on what you sell, but how you make people feel,” she noted.

She encouraged organizations to train frontline staff not only in technical skills but also in soft skills like empathy, patience, and active listening, adding that such qualities help build lasting relationships with customers.