Marketing & Customer Satisfaction

In an article published by McKinsey, they commented on the problems that companies face concerning the measurement of customer satisfaction or CX. As one of the Top Marketing Firms in Orange County, at Twelve12, we want to tell you about this subject today for two reasons; the first is that it is very complicated for a small business to have access to the proper measurements of customer satisfaction, and secondly, because we are now standing on a very slippery ground regarding this issue.

We must remember that our priorities, since the appearance of the coronavirus impacting the entire planet, have taken a 180-degree turn. I think it is pertinent that we return to the basics and look again at an old but very important tool to understand our consumers: the Maslow Pyramid.

Maslow PyramidIf at any time you took a class in psychology, administration, or business, you will know what I am talking about. For those who did not, Maslow created a whole concept of hierarchies of human needs in 1943 and it is still as valid as ever. The pyramid is very simple to understand and is divided into 5 levels. The base of the pyramid corresponds to the most basic needs of human beings, such as eating, drinking, breathing, etc. And so, the levels go up until they reach the top of the pyramid that has to do with self-realization. What the theory says is that you cannot ascend to the higher levels if you do not cover the lower levels first.

Currently, we are moving between the basic level and the next, which corresponds to that of physical security, employment, resources, health, etc. Many things that we considered essential in our daily life, such as parties, socializing, visiting relatives, etc, have stopped being as important and, in the same way, certain products and services that we used to consider as of top priority have become less necessary.

Why is it important for an entrepreneur to know all this? Well, you have to understand very well what your client’s priorities are in order to satisfy their primary needs. For example, it is of little use to offer a car scent bar in your car wash business if your employees do not take the necessary safety measures, such as face masks, to avoid contaminating a person’s car. Nowadays, it would be much more attractive to offer free disinfection of the car with each visit, and perhaps then, your client would consider a less important product such as an air freshener.

Any of the Top Marketing Firms in Orange County will tell you that you must find the right parameters to measure your CX and adjust your business according to what your customers need.

If you want to know more about this topic or if you need help developing a strategy to find your CX, give us a call today, at Twelve12, we will be delighted to help you.

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