Maslow’s Hierarchy of Needs Applied to CS

Maslow's Hierarchy of Needs Applied to CS
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If you’re measuring customer engagement or client engagement model from the perspective of a Customer Success Manager, this infographic can prove helpful as a guide. Generally, if you’re conducting your transition between Sales and CS correctly, customers enter stage three: Belonging, Almost Engaged. From there, the account will either move up or down, based on the best efforts from the Customer Success team.

Maslow’s hierarchy of needs is a theory in psychology proposed by Abraham Maslow in his 1943 paper “A Theory of Human Motivation” in Psychological Review. Maslow’s hierarchy of needs is used to study how humans intrinsically partake in behavioral motivation. Maslow used the terms “physiological”, “safety”, “belonging and love”, “social needs” or “esteem”, and “self-actualization” to describe the pattern through which human motivations generally move. This means that in order for motivation to occur at the next level, each level must be satisfying for the individual. Furthermore, this theory is a key foundation in understanding how drive and motivation are correlated when discussing human behavior. In this infographic we attempt to apply it to Customer Success.

In an attempt to apply Maslow’s need hierarchy to customer engagement model in CS, it starts from the bottom of the pyramid replacing few of Marlow’s terms like Survival instead of Physiological, Security in place of Safety, Belonging, Importance instead of Social Needs or Esteem and Self-Actualization.

At the Survival level, we observe that churn prevention becomes inevitable as the customer is unable to benefit from the product due to disengagement. In the fourth level termed as Security or not engaged state, CSMs are proactively working towards reviving these accounts and measuring customer retention as customers are at high risk of churn. In the middle of the pyramid is the stage called Belonging(Almost Engaged), it’s the onboarding stage, where customers are handed over to the customer success team structure to be monitored and supported throughout the onboarding process. In the second stage termed as Importance(Engaged state), at this stage by measuring customer satisfaction, we observe that satisfied customers view CSMs as trusted advisors and they rely on client success managers to work on their feedback and requests to the company. At the top is the Highly Engaged stage called Self-Actualization, it’s the stage at which the CS managers nurturing process has turned the customers into an advocate of the company’s product and services. Creating opportunities for upsell and cross-sell