In today’s business and tech-driven world — where automation and innovation often take center stage — human qualities like empathy are becoming essential for successful collaboration and long-term partnerships.

For IT companies operating in highly competitive markets, the ability to understand and empathize with clients is no longer just a soft skill — it’s a strategic advantage.

Let’s explore how empathy plays out in the daily work of employees at leading companies through real-world examples.

#1 Atlassian Case: Improving Customer Experience through Empathy

Atlassian, the company behind popular team collaboration tools like Jira and Trello, actively uses empathy in both product development and customer support. One of their core strategies is to deeply understand user pain points and needs. Their development teams regularly conduct user research, interviews, and surveys to explore the real challenges customers face when using their products.

Example:
In 2018, Atlassian received a wave of feedback highlighting difficulties in project management due to a confusing user interface. Instead of making surface-level changes, the team decided to perform a deep analysis of the user experience. They spent weeks observing development teams at work, identifying the most frustrating parts of the interface.

1. This led to a complete redesign of Jira’s UI, which significantly improved user satisfaction.

#2 Zendesk Case: Empathy as the Foundation of Customer Support

Zendesk, a leading customer support platform, has embedded empathy into its strategy from day one. The company introduced a policy where every employee — regardless of their role or seniority — spends a set number of hours working on the support line to better understand the real issues customers face.

Example:
One of Zendesk’s major clients experienced system failures during periods of peak load. Instead of simply offering standard technical advice, Zendesk engineers reached out directly to the client to discuss the issue in detail. They proposed a comprehensive solution that included upgrading certain system components and optimizing the configuration.
The result was not only a resolved technical issue but also a strengthened client relationship. The company continued its long-term partnership with Zendesk, built on a foundation of trust.

#3 HubSpot Case: Going Beyond Standard Support to Help Customers Succeed

HubSpot is known for its strong customer-centric culture and daily use of empathy in its operations. The company focuses on helping clients achieve their goals — even when it goes beyond traditional support responsibilities.

Example:
One HubSpot client, a small startup, was struggling with a rapidly growing database that began to slow down their marketing platform. Instead of offering a quick fix, the HubSpot team helped optimize how the client used the system and provided guidance on data management strategies to support sustainable growth.

This support came at a critical moment for the startup and led to a strong recommendation of HubSpot to other companies.

Caring About Your Client Matters

In a world where products and services are increasingly similar, empathy can be the key differentiator — the quality that sets your company apart and attracts loyal customers.