Customer goals and the psychology behind them

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43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-article tag-customer-marketing tag-customer-and-market-research tag-customer-journey "> <section class="post-full-content Article"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-03-04">4 March 2024</time> <span class="reading-time">5 min read</span> </section> <h1 class="post-full-title">Understanding customer goals and the psychology behind them</h1> <section class="post-full-meta"> <a href="/tag/article/">Article</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/05/CMA_Framework_Tiles_customer_goals.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>In a customer-centric company, customer goals should be just as important to you and your team as your own goals are. But with so many individuals to cater, we wanted to give you the low-down of the most common types of customer goals, and the psychology behind them. </p><p>In this article, we'll be covering:</p><ul><li>A definition of customer goals.</li><li>Different types of customer goals.</li><li>How customer goals relate to Maslow's hierarchy of needs.</li></ul><h3 id="defining-customer-goals-what-do-they-really-mean">Defining customer goals: What do they really mean?</h3><p>Customer goals are the things your customers are aiming for when they interact with your <a href="https://www.customermarketingalliance.com/aligning-on-product-adoption-get-ahead-of-churn-and-boost-revenue/" rel="noreferrer">product</a> or brand. It's not just about what they want; it's about why they want it and what they hope to achieve by getting it. </p><p>Customer goals can be all sorts of things - from practical needs to emotional desires or just wanting to fit in with the cool crowd.</p><p>Understanding customer goals is super important for marketers because it helps you figure out how to talk to people in a way that really hits home. By getting what drives customers, you can tailor <a href="https://www.customermarketingalliance.com/how-to-know-when-its-time-to-update-you-customer/" rel="noreferrer">your messaging</a> to match up with what people are after. </p><p>It's all about making those connections and keeping folks coming back for more. It shows them you get what they're about and why they’re here.</p><h2 id="unraveling-the-layers-identifying-different-types-of-customer-goals">Unraveling the layers: Identifying different types of customer goals</h2><h3 id="functional-goals">Functional goals</h3><p>Functional goals relate to practical benefits or solutions achieved by your product or service. </p><p>They’ll be looking at the parts of your product that help with things like:</p><ul><li>Efficiency</li><li>Convenience</li><li>Cost-effectiveness</li><li>Reliability</li><li>Durability</li></ul><h3 id="emotional-goals">Emotional goals</h3><p>These goals involve the desire for certain emotional experiences or outcomes, such as happiness, <a href="https://www.customermarketingalliance.com/customer-satisfaction-isnt-customer-loyalty-why-the-difference-matters/" rel="noreferrer">satisfaction</a>, or peace of mind.</p><p>Within your product, these kinds of customers will be drawn to things like: </p><ul><li>Aesthetic design </li><li>Brand and customer stories</li><li>Nostalgia</li><li>Trust</li><li>Admiration or ambition </li></ul><h3 id="social-goals">Social goals</h3><p>Customers may have goals related to their social identity, status, or <a href="https://www.customermarketingalliance.com/podcast/jeni-asaba-building-relationships-at-scale-vital-tips-to-help-you-tie-people-to-your-community-customer-marketing-catch-up/" rel="noreferrer">relationships</a>, seeking acceptance, belonging, or admiration from others. </p><p>In this case, customers with these types of goals may be more interested in how your company is run (considering things like DE&I, company values, and transparency) rather than the product itself. </p><p>They’ll be drawn to things like: </p><ul><li>Social impact</li><li>Donations</li><li>Personalization options</li><li>Community </li><li>Unique experiences</li><li>Accessibility features</li></ul><h3 id="self-improvement-goals">Self-Improvement goals</h3><p>These goals revolve around personal growth, development, or enhancement, including aspirations for learning, skill improvement, or self-expression. </p><p>In this case, they’ll consider the presence of things like:</p><ul><li>Educational resources</li><li>Unique learning experiences</li><li>Performance tracking</li><li>Goal-setting and planning tools</li><li>Variety in learning formats</li></ul><p>(For example, the Customer Marketing Alliance is an educational tool, and we provide <a href="https://www.customermarketingalliance.com/articles/" rel="noreferrer">articles</a>, <a href="https://certified.customermarketingalliance.com/courses/category/masters?_gl=1*1l81qn4*_ga*NDg1OTAzMTk5LjE2NjA3Mjg5MDI.*_ga_ENBEF4TD6M*MTcwOTU0Njc3OC4xMDAwLjEuMTcwOTU0Njk3MC44LjAuMA..&ref=customermarketingalliance.com" rel="noreferrer">courses</a>, <a href="https://alliance.ghost.io/podcasts/?filter=podcast-filter-community-cma&_gl=1*16zp2ur*_ga*NDg1OTAzMTk5LjE2NjA3Mjg5MDI.*_ga_ENBEF4TD6M*MTcwOTU0Njc3OC4xMDAwLjEuMTcwOTU0Njk5MC41MS4wLjA.&ref=customermarketingalliance.com" rel="noreferrer">podcasts</a>, <a href="https://www.customermarketingalliance.com/join-the-customer-marketing-community/">community spaces</a>, events, and more. People learn in different ways, and as such, varying how your content is consumed is a huge benefit to all!) </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://events.customermarketingalliance.com/?ref=customermarketingalliance.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Customer Marketing Summits</div><div class="kg-bookmark-description">Join the largest customer marketing community, as we bring together the most innovative minds in the industry to help elevate your career.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://assetsacara.com/production/organizations/624dc01ac88d8fe300172c55/1649266725044-LOGOTYPE-ICON-CMA-COLOR.png" alt=""></div></div><div class="kg-bookmark-thumbnail"><img src="https://assetsacara.com/production/organizations/624dc01ac88d8fe300172c55/1674226439825-HF1OLbo4.jpg" alt=""></div></a></figure><h3 id="aspirational-goals">Aspirational goals</h3><p>There is some overlap between aspirational and self-improvement goals; aspirational goals, however, tend to be more ambitious in terms of image, reach, and achievement. </p><p>Customers may have goals related to their long-term aspirations or dreams, such as achieving a certain lifestyle, status, or level of success. This’ll mean they are usually drawn to features like: </p><ul><li>Exclusivity</li><li>Limited editions</li><li>Rewards and trophies</li><li>VIP experiences</li></ul><h3 id="experiential-goals">Experiential goals</h3><p>These goals involve the desire for specific experiences or sensations, such as excitement, adventure, or relaxation. While this may overlap with social or aspirational desires, these goals tend to be more about the overall <a href="https://www.customermarketingalliance.com/podcast/annie-eissler-customer-journey-mapping-and-the-importance-of-customer-experience-customer-marketing-catch-up/" rel="noreferrer">experience</a>, and will take into account things like: </p><ul><li>Sensory experience</li><li>Aesthetics </li><li>Immersion</li><li>Exploration </li><li>Interactive features</li></ul><h3 id="environmentalsustainability-goals">Environmental/sustainability goals</h3><p>Increasingly important, these goals pertain to customers' desires to support environmentally friendly or socially responsible products and practices.</p><ul><li>Eco-friendly materials and manufacturing</li><li>Ethical work practices</li><li>Energy efficiency and conservation</li><li>Transparency of supply chain practices</li></ul><h3 id="health-and-wellness-goals">Health and wellness goals</h3><p>Customers may have goals related to improving their physical or mental well-being, such as fitness, nutrition, or stress reduction. When it comes to B2B or SaaS companies, this will include things like: </p><ul><li>Data security</li><li>User-friendly interfacing</li><li>Accessibility features</li><li>Automated systems and processes</li></ul>  <a href="https://certified.customermarketingalliance.com/p/consumer-psychology-certified-masters?ref=customermarketingalliance.com"> <img src="https://www.customermarketingalliance.com/content/images/size/w1000/2022/10/CMA_Certified_CTA_Banners_Consumer_Psychology4.png"> </a>  <h2 id="maslow-to-marketing-how-customer-goals-align-with-basic-human-needs">Maslow to marketing: How customer goals align with basic human needs</h2><p>Simplifying customer goals down to the most basic needs, as highlighted in Maslow’s hierarchy of needs, is a good way to determine which goals to prioritize over others, and which part of this hierarchy is most relevant to you and your audience. </p><figure class="kg-card kg-image-card"><img src="https://www.customermarketingalliance.com/content/images/2024/03/CMA_Infographics_Pyramid--1-.png" class="kg-image" alt="Maslow's Hierarchy of Needs for customers" loading="lazy" width="2000" height="1050" srcset="https://www.customermarketingalliance.com/content/images/size/w600/2024/03/CMA_Infographics_Pyramid--1-.png 600w, https://www.customermarketingalliance.com/content/images/size/w1000/2024/03/CMA_Infographics_Pyramid--1-.png 1000w, https://www.customermarketingalliance.com/content/images/size/w1600/2024/03/CMA_Infographics_Pyramid--1-.png 1600w, https://www.customermarketingalliance.com/content/images/size/w2400/2024/03/CMA_Infographics_Pyramid--1-.png 2400w" sizes="(min-width: 720px) 720px"></figure><p>Maslow's Hierarchy of Needs reflects a theory in psychology that suggests that, as individuals, we are all motivated by a hierarchy of needs, progressing from basic survival needs to higher-order psychological needs. </p><p>According to Maslow, people strive to fulfill lower-level needs before moving on to higher-level needs. So that, once a need is met, it no longer serves as a motivator, and individuals become motivated to fulfill the next higher-level need.</p><p>In marketing, this hierarchy is a good indicator of how customers are motivated by specific goals, but also that these goals will change and shift over time as your company becomes better equipped to meet them</p><p>A marketing campaign might appeal to a customer’s physiological needs by emphasizing the practical benefits or features of a product, while another might fulfill a customer’s esteem needs by highlighting how the product enhances their status or self-image. Let’s go into a bit more detail…</p><h3 id="physiological">Physiological</h3><p>These are the basic requirements for human survival, such as food, water, and shelter. In marketing terms, this will be the most basic of customer needs you must meet including:</p><ul><li>Reliability and performance</li><li>Cost-effectiveness</li><li>Operational efficiency</li></ul><h3 id="safety">Safety</h3><p>Safety needs encompass physical and psychological security, stability, and protection from harm or danger.</p><ul><li>Data security and compliance</li><li>Long-term stability</li><li>Risk mitigation</li></ul><h3 id="love-and-belonging">Love and Belonging</h3><p>These needs involve interpersonal relationships, social connections, and a sense of belonging within a community.</p><ul><li>Collaboration and partnership</li><li>Community engagement</li><li>Customer support and relationship management</li></ul>  <a href="https://www.customermarketingalliance.com/join-the-customer-marketing-community/"> <img src="https://www.customermarketingalliance.com/content/images/size/w1000/2022/09/CMA_Slack_AD_3.png"> </a>  <h3 id="esteem">Esteem</h3><p>Esteem needs involve feelings of self-worth, recognition, respect from others, and a sense of accomplishment.</p><ul><li>Recognition and validation</li><li>Customization and personalization</li><li>Professional development and growth</li></ul><h3 id="self-actualization">Self-actualization</h3><p>These needs involve personal growth, fulfillment of potential, creativity, and achieving one's highest potential.</p><ul><li>Innovation and growth opportunities</li><li>Thought leadership and expertise</li><li>Strategic alignment and vision</li></ul><h2 id="consumer-psychology"><strong>Consumer psychology </strong></h2><p>The one thing we can never know is what goes on in our customers' minds. But becoming a master of consumer psychology brings us very close. 🔍 Sign up to our Consumer psychology: Masters course and get: </p><p>⏰ 4+ hours of content </p><p>✅ 100+ exam questions </p><p>📝 6 modules </p><p>🔖 Official certification </p><p>👨🏼‍💻 100% self-paced</p><div class="kg-card kg-button-card kg-align-center"><a href="https://certified.customermarketingalliance.com/p/consumer-psychology-certified-masters?_gl=1*1gt8x58*_ga*NDg1OTAzMTk5LjE2NjA3Mjg5MDI.*_ga_ENBEF4TD6M*MTcwOTU0Njc3OC4xMDAwLjAuMTcwOTU0Njc3OC42MC4wLjA.&ref=customermarketingalliance.com" class="kg-btn kg-btn-accent">Become a master</a></div> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <p>Eve is a Junior Copywriter at Customer Marketing Alliance. 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// Stop checking once the button is found viewPlansButton.addEventListener("click", function (event) { console.log("viewPlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("viewPlansButton was not found on the page"); console.log(viewPlansButton); } const changePlansButton = portalIframe.contentDocument.querySelector('.gh-portal-btn.gh-portal-btn-list[data-test-button="change-plan"]'); if (changePlansButton) { console.log(changePlansButton); console.log("changePlansButton was found!"); clearInterval(intervalId); // Stop checking once the button is found changePlansButton.addEventListener("click", function (event) { console.log("changePlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("changePlansButton was not found on the page"); console.log(changePlansButton); } if(intervalId) { clearInterval(intervalId); intervalId = null; } }); } else { console.error("Could not find #ghost-portal-root iframe, retrying..."); if (!intervalId) { intervalId = setInterval(callPortalIframe, 1000); } } } document.addEventListener("DOMContentLoaded", function() { console.log("DOM fully loaded"); let currentUrl = window.location.href; let link = document.querySelector('a[href="https://www.customermarketingalliance.com/#/portal/signup/"]'); if(link){ link.addEventListener('click', function(event) { console.log('Link was clicked!'); callPortalIframe(); }); } else { console.log('The link was not found on the page'); } if ( currentUrl === "https://www.customermarketingalliance.com/#/portal/signup/" || currentUrl === "https://www.customermarketingalliance.com/#/portal/account/plans/" ) { callPortalIframe(); console.log("You are on the signup page"); } else if ( currentUrl === "https://www.customermarketingalliance.com/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account-free/#/portal" || currentUrl === "https://www.customermarketingalliance.com/pro-plus-membership-dashboard/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account/#/portal" ) { callPortalIframe(); console.log("You are on the portal/viewplans page"); } else { console.log("You are not on the signup/plan page"); } // Start observing the target node for configured mutations const targetNodePortalRoot = document.getElementById("ghost-portal-root"); if (targetNodePortalRoot) { const config = { attributes: true, childList: true, subtree: true }; const poratalObserver = new MutationObserver(function() { callPortalIframe(); }); poratalObserver.observe(targetNodePortalRoot, config); } else { console.error("Could not find #ghost-portal-root element"); } }); })(); </script>  <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.js?v=945d8828d2" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.fitvids.js?v=945d8828d2" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/ghost-lunr.js?v=945d8828d2" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/search.js?v=945d8828d2" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/%20built/jquery.fitvids.js?v=945d8828d2"></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); 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