How to increase customer satisfaction 

Par Caroline Chamberland

Every company aims for one thing: customer satisfaction. In a world of fierce competition and (sometimes) overwhelming choice, how can you increase customer satisfaction? You may be familiar with Maslow’s pyramid of human needs, but are you familiar with Bain & Company’s pyramid of consumer needs? 

Discover this concept to better understand their satisfaction by prioritizing certain fundamental elements, and above all, find out which needs your service or product meets. 

Hierarchy of needs 

It all starts with understanding the hierarchy of needs. There are two types of value pyramid: B2B (business-to-business) and B2C (business-to-consumer). It’s vital to understand that not every function of your product or service has the same value in the eyes of the consumer. By better understanding your customer’s needs, you can increase their satisfaction. 

What is quality? Quality is the value of a product or service, as assessed by the customer in terms of the satisfaction of his needs and expectations. For the customer, needs and expectations are not necessarily on the same level. Perceived value may therefore differ. 

B2B versus B2C 

Whether in B2B or B2C, a company wishing to satisfy its customers needs to meet the fundamental needs of each. 

Here’s a B2B counter-example: your company sells a product at a good price, but it doesn’t fully meet the customer’s requirements. In order to achieve satisfaction, you must first satisfy the functional values at the bottom of the pyramid, and then satisfy the needs higher up. 

Ease-of-business value: this purchase must facilitate and simplify processes, not slow them down or delay them. 

Individual value: design, aesthetics and anxiety reduction are highly personal and subjective.

Aspirational value: does this product contribute to the company’s vision? Is it socially responsible? 

Here’s a B2C counter-example: your company sells tax software. It simplifies the calculations, but lengthens the process. Unfortunately, the customer is not won over, and the functional elements have not been satisfied. 

Emotional element: how the person feels about the product. 

Transformative or life-changing element: that which enables us to reach the higher levels of Maslow’s pyramid, i.e., belonging to a group, recognition and self-esteem. 

Social impact element: linked to self-transcendence, the feeling of doing the right thing. Beware of false messages (greenwashing or false corporate social responsibility). 

To concretely increase satisfaction 

Use these pyramids to differentiate the quality of your products or services. This tip can make all the difference to your competitors! To increase customer satisfaction, respect the hierarchy of their needs. Selling fair trade products is all well and good. But if it doesn’t meet any of the basics, your product won’t be perceived as quality. 

As for beating the competition on customer-perceived quality, you need to tick as many boxes as possible against their perception. We’re talking about the customer’s perception, not yours. We sometimes mistakenly believe that our solutions are the best, which is why it’s important to validate first with their needs. In conclusion, if your customer satisfaction performance isn’t up to scratch, start by checking what needs your product or service meets. Then fine-tune it to better communicate those needs.