For families navigating aged care, the customer sales journey is complex and emotional. The stakes are often high.

We all know that empathy is essential for providing compassionate, high-quality care. According to Harvard Medical School, empathy involves an awareness of others' emotions and an understanding of their feelings.

I recently had an appointment with a specialist at my local hospital. After trailing around a maze of corridors, I finally found the clinic and upon entering was faced with two reception areas.