Deliver on client experience by addressing these 4 basic universal needs

If you’re putting yourself and your business out there, but feel like you might be missing the mark with new or existing customers, it might be time to step back and check in on how well you’re addressing basic human needs. Run this as a brainstorming session with your team looking at one or more of the needs at a time, and share ideas on what you could experiment with or do differently to address each need.

4 basic human universal needs and how to ensure your business meets them for your clients

#1: The need to be understood How effectively do you communicate with customers? Provide answers to FAQs on your website, send meeting summary notes promptly, and choose language that reaffirms that you “hear” them.

#2: The need to feel welcome Do you make customers feel their business is important to you? How do your team answer the phone, welcome on-site visitors, and respond to enquiries? Set some standard responses / waiting times, and role play common customer experiences to help your team navigate different scenarios.

#3: The need to feel important How well do you make your customers feel special? A structured relationship management program or scheduled “check ins” can show them you’re interested and engaged in how they are going. Likewise, keeping a track of and checking in on milestones such as birthdays, anniversaries, and noteworthy events can go a long way to making your clients feel special.

#4: The need to feel comfortable Do you give a sense of assurance they will be taken care of properly, and confidence their needs will be met? Recognise and communicate mistakes quickly and offer resolutions, and implement procedures and systems to avoid future errors.

Quite often simply asking the question “how will this make customer xyz feel” can help you decide how to respond to an enquiry, whether or not to implement or remove a new program/product/service, or provide guidance on addressing an issue/opportunity within your business.

They aren’t just for clients - the same questions can also be applied internally: How well does your workplace culture address the basic needs of your team members?