B2B sellers often think of customers as rational decision-makers who seek to maximize value, reduce costs, and save time. But a study of 2,128 office workers across the United States, the United Kingdom, France, Germany, Spain, and Italy found that B2B customers prefer interactions that fuel their psychological needs — even if they require more time or cost more money. Viewing customer service through the prism of the three core psychological needs — autonomy, relatedness, and mastery — opens up a wealth of opportunities for elevating service
Researchers have long understood that all humans, regardless of gender, age, and culture, are fueled by three psychological needs: an ingrained desire for choice (autonomy), connection with others (relatedness), and experiences that grow their skills (mastery).
While the universality of psychological needs is well established, they have largely been ignored as a tool for growing consumer loyalty and reducing churn. Recently, my team at ignite80, in collaboration with the customer communication platform, Front, surveyed 2,128 office workers across the United States, the United Kingdom, France, Germany, Spain, and Italy whose role involved working with B2B companies.
By Ron Friedman via Harvard Business Review