give customers certainty and uncertainty This is the first of five thoughts dealing with the core psychological needs of all consumers. Each one of these six needs represents an opportunity for business. This thought deals with certainty and uncertainty. Every consumer wants the certainty that they will be safe, comfortable, secure, protected and looked after. […]

give customers certainty and uncertainty This is the first of five thoughts dealing with the core psychological needs of all consumers. Each one of these six needs represents an opportunity for business. This thought deals with certainty and uncertainty. Every consumer wants the certainty that they will be safe, comfortable, secure, protected and looked after. All consumers want to know that the sun will rise, and their car will start tomorrow morning. They also want to know that when they shop, or engage with a business, the customer experience will be to their liking. Research undertaken in the United States found that 55% of consumers were prepared to pay more for a guaranteed high standard customer experience. These consumers want a good experience.  They also want this experience to be consistent and predictable – guaranteed. In a sense, this is the very definition of quality assurance. Certainty is so important…