Summary:
Understanding customers’ needs at different levels of Maslow’s hierarchy can help us respond effectively and with empathy.
Discussion Questions:
- How does a customer’s situation impact their ability to engage with us positively?
- Can you recall an interaction where understanding the customer’s basic needs helped resolve an issue?
- How can we support customers who are struggling at the lower levels of Maslow’s hierarchy?
Suggested activity:
- Scenario Review: Present a case study of a customer in distress. Ask the team to identify what level of Maslow’s hierarchy applies and discuss how they would respond.
Key Takeaways:
✅ Recognise that trauma and unmet needs often drive behaviour.
✅ Adjust your communication to be more supportive and solution-focused.
Quick Reference Guide:
- Physiological: Food, shelter, warmth (Customer struggling with rent or heating issues).
- Safety: Stability, job security, safe environment (Concerns over repairs, eviction risks).
- Belonging: Relationships, community (Loneliness, support networks).
- Esteem: Respect, recognition (Customer frustration due to feeling ignored).
- Self-Actualisation: Growth, achieving potential (Opportunities for customer self-improvement).