6 Human needs that lead to Business Success
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No matter how you slice and dice human desires, what was interesting from a customer behaviour perspective was that if you had more than one of these needs being met at high level, then you were on your way to customer loyalty. If you had more than two being met at a high level, then you might just be on the path to that holy grail – “Customer Advocacy”
The first basic human need is for that of certainty. From your customer’s perspective, this means that their interaction with you is consistent with a known result each and every time. Let’s face it, this is what Michael Gerber asks us to strive for in his book “
McDonald’s have built an empire on
At first this appears wrong. How can uncertainty be a basic human need if certainty is one. But Mr Robbins describes this as variety. “Who likes Surprises?” Most people say they do until Mr Robbins points out that you like good surprises. Bad surprises are called problems. But one of our needs is that variety that comes from experiencing things a bit differently.
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Each customer wants to be acknowledged as significant in any transaction. But how many businesses go out of their way to treat customers as anything but? I have to have a coffee at my local cafe, “
If you are treating your customers in a way that makes them feel they are just a number or a you really aren’t meeting this need on the sort of high level that you need for increased loyalty.
We all like to be considered part of a group, part of something bigger than us. On a simple example, loyalty cards give benefits to those who are members. As a “special customer” you can get you need for Significance and Connection met if this is done in the right way. But then apps and loyalty programs are becoming a homogenised offering which is really missing out on connection.
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If you can sell a solution to a customer that will make them bigger, better, faster or have some emotional growth, then you are meeting this need. Our clients may come to us for simple bookkeeping, but we show them how they can use their accounting records to make better decisions and therefore grow as a business. We teach them that bookkeeping isn’t just about keeping the tax man happy, but about facilitating their business success.
In Mathew Dixon and Brent Adamson’s book “
At some level, all humans need to be contributing to others. You know how good you feel about buying from a business that is donating part of their profits or the sale to a worthy charity or cause. My team and I recently participated in a 500 km bike ride through Thailand to raise funds for homeless and desperate children. We encouraged our clients to contribute and we received overwhelming support and encouragement.
Even if your customers can’t personally contribute, they feel that one of their human needs is being met by being associated with a business that gives back.
I encourage you to reflect on each of these six basic human needs and how they might be being met in your business. When I was doing this I reflected on a business that I am a customer of and am a passionate advocate of. The business is called “
This is an exercise program that meets at the same time and same place and with the same instructors on the same day – this meets the need for
There is a Facebook page, regular broadcasts and a real community spirit – meeting needs of Love and Connection
Inspired? Thank you