Lately, I wrote two articles for my weekly Forbes column that paid homage to Abraham Maslow, the American psychologist who created what’s known as Maslow’s Hierarchy of Wants. The articles have been so properly obtained that I needed to share shorter variations right here with our Shepard Letter subscribers.
Through the years, I’ve noticed buyer habits, and a few of my conclusions have been confirmed by my customer support and CX analysis, often called the Reaching Buyer Amazement Examine (sponsored by Five9). In one among my podcast interviews, somebody talked about Maslow’s mannequin and thought an analogous mannequin might be created for purchasers.
So, right here is theCustomer Hierarchy of Wants:
- Merchandise that Work: We begin on the base of the pyramid with a primary want: regardless of the buyer buys from you need to do what it’s presupposed to do. Even should you ship an incredible buyer expertise, if the product fails, your prospects will discover another person to do enterprise with.
- Belief and Security: Is your fame serving to or hurting you? Prospects don’t consciously notice it, however the first time they do enterprise with you, they’ve uncertainty. We should get rid of uncertainty with predictability and consistency. An excellent buyer expertise creates belief. Written insurance policies, reminiscent of the way you deal with your prospects’ information, return insurance policies, ensures and extra construct belief and security.
- Alignment: Your mission, imaginative and prescient and values statements are the muse of what you and your organization stand for. Are they in alignment along with your prospects’ expectations? If you happen to publish any of those or have model guarantees, you need to reside as much as them. As well as, your group could have rules or causes it stands behind. After they align with what’s significant to your prospects, you doubtlessly create a stronger connection.
- Appreciation: Your prospects need and anticipate to really feel appreciated for his or her willingness to pay you for the products and companies you promote. Always remember to display your appreciation for his or her enterprise.
- Emotional Connection: That is the place loyalty is created. Prospects know your merchandise work, belief you, align along with your beliefs and what you stand for, and really feel appreciated. Briefly, they like the way in which you make them really feel. Keep that feeling and construct on it. Transfer them to be ok with your organization, not simply what you promote. That is what helps drive buyer loyalty.
Is your group assembly your prospects’ wants?
These 5 ranges of the pyramid could also be frequent sense, however when is the final time you considered them on this manner? That is meant to be a dialog starter. Have a look at every of those “ranges” and decide in case your group is assembly your prospects’ wants, and if acceptable, be at liberty so as to add to the listing.
Shep Hyken is a customer support/CX knowledgeable, award-winning keynote speaker, and New York Occasions bestselling writer. Study extra about Shep’s customer support and buyer expertise keynote speeches and his customer support coaching workshops at www.Hyken.com. Join with Shep on LinkedIn.
