The empathy gap: Fixing the most critical failure in the customer journey

As customer experience (CX) experts, we design journeys, map touchpoints and measure satisfaction. But what if the most critical metric is one that is being overlooked? Our new global report, "Addressing the Empathy Gap," reveals a fundamental flaw in the modern customer journey: A lack of empathy.

A lack of empathy in the customer journey

The study of more than 11,000 consumers worldwide found that 72 percent believe a company’s empathy disappears the moment a contract is signed, and 43 percent have left a brand entirely because of it. This widespread perception presents a significant barrier to building authentic customer relationships and has consequences for trust, loyalty and growth.

This issue is particularly acute in the financial services sector. Our survey found that 88 percent of consumers surveyed believe it is important for financial services companies, including insurers, to show empathy, a figure second only to healthcare (94 percent).

Insurers often receive a claim from a customer at a time of vulnerability. These are the moments when empathy matters most, and when companies can truly differentiate themselves. However, more than one-third of respondents (34 percent) did not believe that insurers in general were empathetic when dealing with their claim whatever the outcome.

This presents both a significant challenge and a clear opportunity for differentiation, especially as 71 percent of consumers surveyed state that they are more likely to choose an insurer that shows genuine care.

How to address empathy in CX

At Zurich, we are addressing this by treating empathy as a core CX discipline. Technology allows us to streamline processes and reach customers efficiently, freeing up our people to focus on the moments that matter most – the complex, emotional interactions where genuine empathy is irreplaceable. The report confirms this approach, with 71 percent of consumers surveyed believing artificial intelligence (AI) cannot truly replicate a human connection.

We also know that consumers don’t expect perfection. But they do expect to be understood. We focus on harnessing data and insights to get a clearer picture of who our customers are and what they need.

Our extensive customer segmentation across 13 countries, covering 57 percent of our retail customer base, helps us tailor our approach. We also actively listen through channels like our transactional Net Promoter Score (TNPS). Once we understand these tensions, empathy becomes the bridge to offering relevant and personalized solutions.

Training on empathy

Since 2023, we have invested nearly 46,000 learning hours in a Global Empathy Training Programme. This equips our frontline teams with practical tools for active listening and compassionate communication, moving beyond scripts to genuine, human-centered interaction.

The results of this strategy are measurable. Our TNPS has risen by seven points since January 2024, and our brand value has grown by 35 percent, making Zurich the second-fastest growing insurance brand in the global top 20. These figures prove that empathy is a learnable skill that drives sustainable commercial growth, a conclusion supported by the 61 percent of consumers surveyed who report they are willing to pay more for it.

I believe that the future of CX is not a choice between technology and humanity, but a strategic blend of the two. Used well, large language models (LLMs) and other emerging technologies can help bridge the gap by translating languages, detecting emotion at scale, and freeing humans for deeper work. But used poorly, they automate indifference. 

The businesses that succeed will be those that weave three threads together: design that centers on human need, science that measures what people feel, and technology that carries those insights into every moment of contact. By investing in empathy as a core capability, businesses can close the gap between a transactional service, and the trusted partnership consumers deserve.

Conny Kalcher is among the list of CX Network top 50 customer experience leaders to follow in 2025 and group chief customer officer at Zurich Insurance.

Quick links: 

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