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It’s the question that gets asked often and is almost always answered by investment managers in the same way: “Both.”
The recent magnitude 8.8 earthquake off the far eastern Kamchatka Peninsula in Russia was one of the most powerful on record and immediately triggered tsunami warnings across the Pacific Ocean as far as Hawaii. However, when the waves arrived, the damage was much less than feared.
Many will be familiar with Maslow’s Hierarchy of Needs – the idea that humans are motivated by five categories of needs, with higher-order ones (such as self-esteem and entertainment) only emerging once more basic needs (like water, food, shelter, security and employment) are met.
If I were tasked with taking my firm’s customer experience (CX) to the next level, I would: