New Burke Framework for 'Empathy-Driven Insights'

Burke has launched Gravity Points, a strategic framework which aims to help organizations 'uncover, prioritize and act on the moments that matter most in the customer journey.'

Burke was established in 1931, is 100% employee-owned, and combines full service research for decision-making, innovation and other purposes with educational subsidiary the Burke Institute, and innovation and growth acceleration specialist Seed Strategy. This month Tara Marotti stepped up as the company's CEO, and Eli Moore joined as Vice President, Data Strategy.

Gravity Points brings together data from scattered organizational silos and is intended to generate 'empathy-driven insights' to help brands design experiences to enhance both loyalty and growth. The structure defines 'four key forces of empathy': Emotional Mass, Customer Benefit, Customer Expectation, and Context, and maps them across a full range of customer touchpoints to analyze which moments shape the overall experience, and what customers really want from those moments.

Burke says the framework moves beyond traditional metrics to 'help future-proof customer experience programs and accelerate innovation across the organization.'

VP Corporate Innovation Mike Deinlein (pictured) states, 'Gravity Points is designed to evolve with clients' ever-expanding CX ecosystems, helping them transform customer understanding into tangible business outcomes. By highlighting the moments that matter most, and what customers want in those moments, organizations gain clarity and confidence in where to focus, ensuring every investment creates lasting impact.'

The firm is online at www.burke.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.