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The Six Basic Needs of Customers

The Six Basic Needs of Customers

Early yesterday morning, I used the time I had waiting for an inter-island flight to purge old documents from the hard drive of my laptop. I came across a lesson plan I had done with my retail team a few years back on customer service, detailing what we noticed to be the six basic needs of guests visiting our stores. I found the lesson plan was definitely worth keeping, a terrific review on service basics. It was also a reality check, that when it comes to customer service we tend to make things much more difficult than they have to be. Bells and whistles lose their sheen when the basics aren’t covered well first.

This list may read pretty basic to you too. However can you imagine how thrilled we’d all be if this was the customer service we always received?

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The Six Basic Needs of Customers

1. Friendliness
Friendliness is the most basic of all customers needs, usually associated with being greeted graciously and with warmth. We all want to be acknowledged and welcomed by someone who sincerely is glad to see us. A customer shouldn’t feel they are an intrusion on the service provider’s work day!

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2. Understanding and empathy
Customers need to feel that the service person understands and appreciates their circumstances and feelings without criticism or judgment. Customers have simple expectations that we who serve them can put ourselves in their shoes, understanding what it is they came to us for in the first place.

3. Fairness
We all need to feel we are being treated fairly. Customers get very annoyed and defensive when they feel they are subject to any class distinctions. No one wants to be treated as if they fall into a certain category, left wondering if “the grass is greener on the other side” and if they only received second best.

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4. Control
Control represents the customers’ need to feel they have an impact on the way things turn out. Our ability to meet this need for them comes from our own willingness to say “yes” much more than we say “no.” Customers don’t care about policies and rules; they want to deal with us in all our reasonableness.

5. Options and alternatives
Customers need to feel that other avenues are available to getting what they want accomplished. They realize that they may be charting virgin territory, and they depend on us to be “in the know” and provide them with the “inside scoop.” They get pretty upset when they feel they have spun their wheels getting something done, and we knew all along a better way, but never made the suggestion.

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6. Information
“Tell me, show me – everything!” Customers need to be educated and informed about our products and services, and they don’t want us leaving anything out! They don’t want to waste precious time doing homework on their own – they look to us to be their walking, talking, information central.

Rosa Say is the author of Managing with Aloha, Bringing Hawaii’s Universal Values to the Art of Business and the Talking Story blog. She is also the founder and head coach of Say Leadership Coaching, a company dedicated to bringing nobility to the working arts of management and leadership.

Rosa’s Previous Thursday Column was: 7 Steps for Resolving Customer Complaints.

More by this author

Rosa Say

Rosa is an author and blogger who dedicates to helping people thrive in the work and live with purpose.

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Last Updated on July 22, 2019

10 Killer Cover Letter Tips to Nail Every Interview Opportunity

10 Killer Cover Letter Tips to Nail Every Interview Opportunity

A cover letter is an introduction to what will be found in the resume. In a cover letter, the applicant is able to use a conversational tone, to explain why the attached resume is worth reviewing, why the applicant is qualified, and to express that it’s the best application the reader will see for the open position.

Employers do read your cover letter, so consider the cover letter an elevator pitch. The cover letter is the overview of your professional experience. The information in the body presents the key qualifications, the things that matter. The cover letter is the “here is what will be found in my presentation”, which is the resume in this case.

Something really important to point out- a cover letter should be written from scratch each time. Great cover letters are the ones that express why the applicant is the best for the specific job being applied to. Using a general cover letter will not lead to great results.

This doesn’t mean that your cover letter should repeat your most valuable qualifications, it just means that you don’t want to recycle a templated, general letter, not specific to the position being applied to.

Here’re 10 cover letter tips to nail every interview.

1. Take a few minutes to learn about the company so that you use an appropriate tone

Like people, every company has its own culture and tone. Doing a bit of research to learn what that is will be extremely beneficial. For instance, a technology start-up has a different culture and tone than a law firm. Using the same tone for both would be a mistake.

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2. Don’t use generic cover letter terms — be specific to each company and position

Hiring managers and recruiters can easily identify generic cover letters. They read cover letters and resumes almost every day. Using words and terms like: “your company” instead of naming the actual company, and “your website” instead of “in your about us section on www.abc123.com”, are mistakes. Be as specific as possible, it’s worth the additional few minutes.

3. Address the reader directly if you can

It is an outdated practice to use “To Whom it May Concern” if you know the person that will be reviewing your documents. You may wonder how you’ll know this information; this is where attention to detail and/or a bit of research comes into play.

For example, if you are applying for a job using LinkedIn, many times, the job poster is listed within the job post. This is the person reading your documents when you “apply now”. Addressing that person directly will be much more effective than using a generic term.

4. Don’t repeat the information found in the resume

A resume is an action-based document. When presenting information in a resume, the tone isn’t conversational but leading with action instead, for example: “Analyze sales levels and trends, and initiate action as necessary to ensure attainment of sales objectives”.

In a cover letter, you have the opportunity to deliver your elevator pitch: “I have positively impacted business development and growth initiatives, having combined two regions into one and achieving 17% in compound growth over the following three-year period”.

Never use your resume qualifications summary as a paragraph in your resume. This would be repeating information. Keep in mind that your cover letter is the introduction to your resume- the elevator pitch- this is your opportunity to show more personality.

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5. Tell the company what you can do for them

As mentioned above, this is your chance to explain to the company why you are the best person for the open position. This is where you tell the company what you can do for them: “If hired as the next (job title) with (company name), I will cultivate important partnerships that will enhance operations while boosting revenue.”

Many times, we want to take the reader through the journey of our life. It is important to remember that the reader needs to know why you are the best person for the job. Lead with that.

6. Showcase the skills and qualifications specific to the position

A lot of people are Jack’s and Jill’s of all trades. This can be a great big picture, but not great to showcase in a cover letter or resume.

Going back to what was mentioned before, cover letters and resumes are scanned through ATS. Being as specific as possible to the position being applied to is important.

If you are applying for a coding position, it may not be important to mention your job in high school as a dog walker. Sticking to the exact job being applied to is the most effective way to write your cover letter.

7. Numbers are important — show proof

It always helps to show proof when stating facts: “I have a reputation for delivering top-level performance and supporting growth so that businesses can thrive; established industry relationships that generated double digit increase in branch revenues”.

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8. Use testimonials and letters of recommendations

A cover letter is a great place to add testimonials and information from your letter of recommendations. Mirroring the example above, here is a good way to use that information:

I have a history of consistently meeting and exceeding metrics: “(Name) rose through the company and became a Subject Matter Expert, steadily providing exceptional quality of work.”- Team Manager.

9. Find the balance between highlighting your achievements and bragging

There is fine line between telling someone about your achievements and bragging. My advice is to always use facts first, and support that with an achievement related to the fact, as shown in the examples above.

You don’t want to have a cover letter with nothing but bullet points of what you have achieved. I can’t stress this enough — cover letters are your elevator pitch, the introduction to your resume.

10. Check your length — you want to provide no more than an introduction

The general rule for most positions is one page in length. Positions such as professors and doctors will require more in length (and they actually use CV’s); however, for most positions, one page is sufficient. Remember, the cover letter is an introduction and elevator pitch. Follow the logic below to get you started:

Start with: “I am ready to deliver impeccable results as (name of company) next (Position Title).

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What you know and like about the company, what initiatives, missions, goals resonate with you: “I read/listened to an interview that your Chief of Staff did on www.abc123.com. His/her statement regarding important up and coming employee engagement initiatives really resonated with me”.

Overview of your qualifications and experience: “I have a strong background in developing, monitoring, and controlling annual processes and operational plans related to community relations and social initiatives”.

Highlight/ Back up your facts with achievements: “I’m a vision-driven leader, with a proven history of innovation and mentorship; I led an initiative that reduced homelessness in four counties and received recognition from the local Homeless Network and the County Commissioner”.

Close with what will you do for the company: “As your next (job title), I am focused on hitting the ground running as a transformational leader who is driven by challenge, undeterred by obstacles, and committed to the growth of (name of company).

Bonus Advice

When applying for a job online or in person, a resume and a cover letter are standard submissions. At least 98% of the time, both your resume and cover letter and scanned via ATS (applicant tracking systems). You can learn more about that process here.

The information provided in a cover letter should be written and organized to be compatible with these scans, so that it can make to a human; from there, you want to make sure that you capture the recruiter and/or hiring managers attention.

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Featured photo credit: Kaleidico via unsplash.com

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