Empathy, not just discounts, keeps customers loyal – Expert

By Solomon Nartey Tetteh

Customer service expert, Victoria Osei Sarfo, has stressed that empathy and emotional intelligence are becoming more crucial than ever in securing long-term customer loyalty.

Speaking on the Business Breakfast Show on Zed FM on Wednesday, May 28, Ms. Osei Sarfo urged businesses to go beyond just offering quality products and competitive pricing, and instead focus on building emotional connections with their customers.

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

Her comments come in the wake of a study by SAP Emarsys, an omnichannel customer engagement platform, which revealed that brand loyalty dropped from 77% in 2022 to 69% in 2024, highlighting how easily consumers now switch brands in the digital era.

According to Ms. Osei Sarfo, businesses that prioritize emotional engagement tend to experience higher retention, customer satisfaction, and resilience during crises. She pointed to brands that actively practice empathy through personalized communication, active listening, and compassionate responses to complaints, noting that such companies often build strong reputations and loyal customer bases.

“Loyalty isn’t just built on what you sell, but how you make people feel,” she emphasized. She therefore encouraged companies to equip frontline staff with soft skills like patience, empathy, and active listening arguing that these human elements are vital to nurturing lasting customer relationships.