Very similar to the ideas in Peak: How Great Companies Get Their Mojo from Maslow, Human Sigma takes a look at four levels of emotional attachment using a Maslovian pyramid. Basic idea? Customers who are fully engaged (as opposed to just engaged) deliver a much higher share of wallet.
But what are the entry level commitments that a customer is looking for? Simple confidence in your product or service and a sense that you have integrity. Isn’t that enough? Actually…no. As is being found in one study after another, entry level engagement doesn’t retain a customer. It’s what you must offer to play at all. If you want to retain customers you’ll need to provide much more. In fact,
"It’s absolutely critical to recognize that if a business’ ultimate goal is sustainable organic growth, these measures simply aren’t high enough. We’ll need to aim higher (p. 88)."
That is a line that resonates with me. That’s what we all dream about. But is it what we’re all aiming for?