Yaroslav Danylchenko/Stocksy
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Summary. B2B sellers often think of customers as rational decision-makers who seek to maximize value, reduce costs, and save time. But a study of 2,128 office workers across the United States, the United Kingdom, France, Germany, Spain, and Italy found that B2B customers prefer interactions that fuel their psychological needs — even if they require more time or cost more money. Viewing customer service through the prism of the three core psychological needs — autonomy, relatedness, and mastery — opens up a wealth of opportunities for elevating service.
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Researchers have long understood that all humans, regardless of gender, age, and culture, are fueled by three psychological needs: an ingrained desire for choice (autonomy), connection with others (relatedness), and experiences that grow their skills (mastery).
