27/04/2014

Understand customer
wants, needs & Expectations

PART 2 – Customer NEEDS

agenda
ª Why Customer Needs Are Important?
ª Customer Needs Flowchart
ª How To Fulfill Customer Needs?
ª Customer Needs Vs. Wants
ª Differentiate The Customer’s Wants From Needs
ª Meet Enough Needs To Excel In Your Business!
ª What Does The Customer Really Need From Us?
ª Case Example
ª What’s Next?

http://addvalueto.me/customer-experience-blueprint

Why customer needs

are important?
Customers usually make purchases while
thinking carefully about their requirements.

An organization that can understand why

customers make decisions such as who buys,
what they buy and how they buy will, by
catering more closely for customers needs,
become more successful!

http://addvalueto.me/customer-experience-blueprint

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Customer needs flowchart

Are you
Identify the
satisfying
needs and fulfill YES
customer
them!
needs?

YES NO

Do you Do you
want to know what
satisfy YES will satisfy
customer customer
needs? needs?

Continue doing
what you do and Get training
NO NO
see how it works from an expert!
out for you!

http://addvalueto.me/customer-experience-blueprint

HOW TO FULFILL CUSTOMER NEEDS?

Define  
Choose    &  Create   Ac*vi*es  /  
Successful   Create   Produce  
Target   Tasks  /  
Outcomes   Outputs  
Customers   Customer   Work  
Outcomes  

Ac*vity  /  task  

Outcome   Output   Ac*vity  /  task  

Successful   Ac*vity  /  task  

Customer  
Outcome  

Ac*vity/Task  

Outcome   Output  
The  Customer  
Ac*vity  /  Task  

Successful  
Customer   Outcome   Output   Ac*vity  /  Task  
Outcome  

http://addvalueto.me/customer-experience-blueprint

Customer needs vs. wants

Customer NEEDS:
ª Getting these right is crucial for business success.
ª Usually only partially known by the target customers themselves.

Customer WANTS:
ª Getting customer wants right is NOT crucial for business success.
ª In some cases, the organization may deliver wants as a way to
control the customer experience.
ª The target customers usually have a quite clear view of wants.
ª Delivering customer wants can create unhappy customers,
because their needs are not necessarily fulfilled.

http://addvalueto.me/customer-experience-blueprint

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These do not sufficiently define

or differentiate the customer’s
wants from needs
Providing excellent You view your
customer service requires customers as the most
giving your customer important part of your
everything she expects job and sincerely
and more. appreciate that they
choose to do business
with you.

CUSTOMER
Voice of the Customer A customer-focused
initiatives aim for a company has one eye
detailed understanding of on profits and the
the customer’s other eye on how best
requirements (i.e. wants). to serve its customers.

http://addvalueto.me/customer-experience-blueprint

Meet enough needs to excel!

 
 
 
Excellence   Excitement    
needs  

Expected    
Sa*sfac*on  
needs  that  create  
sa*sfac*on  
Basic  needs  that  need  
Poten*al  
Dissa*sfac*on   to  be  fulfilled  to  be  in  
the  game  at  all  
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What does the customer

really NEED from us?

What  specifically  customer  needs?  

SMARTO Needs  
How  do  we  know  that  it  realised?  
 
Specific
Is  it  possible  to  do  it?  
Measurable  
Achievable Do  we  really  want  to  do  it?  
Realistic  
Timed When  is  it  done?  
Outside-In  
Is  it  customer-­‐centric?  

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Customer needs list template

NEED #1 Description  
Specific Need
Measureable
Achievable (yes/no)
Realistic (yes/no)
Timed
Outside-In (yes/no)
NEED #2 Description  
Specific Need
Measureable
Achievable (yes/no)
Realistic (yes/no)
Timed
Outside-In (yes/no)

CASE EXAMPLE: Hotel

NEED #1 Description
Specific Need Safe  to  stay  over  night  
Measureable Number  of  items  stolen,  crimes  on  premises  
Achievable (yes/no) Yes  
Realistic (yes/no) Yes  
Timed Get  the  sta*s*cs  this  week,  make  plan  next  
Outside-In (yes/no) Yes  
NEED #2 Description  
Specific Need Quiet  to  sleep  
Measureable Decibels  during  the  night  max  40  
Achievable (yes/no) Yes  
Realistic (yes/no) Yes  
Timed We  start  measuring  next  week,  fix  sound  proofs  in  
3  weeks  
Outside-In (yes/no) Yes  
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CASE EXAMPLE: Hotel

NEED #3 Description
Specific Need Recep*on  available  9-­‐5  weekdays  
Measureable Opening  *mes  
Achievable (yes/no) Yes  
Realistic (yes/no) Yes  
Timed Do  the  work  schedule  today  for  9-­‐5  
Outside-In (yes/no) NO!  
NEED #4 Description  
Specific Need Minibar  contains  alcohol  
Measureable Have  at  least  2  bo[les  of  alcohol  in  the  minibar  
Achievable (yes/no) Yes  
Realistic (yes/no) Yes  
Timed Fill  in  the  minibars  tomorrow  
Outside-In (yes/no) NO!    

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CASE EXAMPLE: Hotel

NEED #5 Description
Specific Need Have  free  courtesy  car  in  low  budget  hotel  
Measureable Car  available  24/7,  Can  go  anywhere,  Free  for  
guests  
Achievable (yes/no) Yes  
Realistic (yes/no) No  
Timed Will  not  be  implemented  since  budget  hotel  
Outside-In (yes/no) Yes  
NEED #6 Description  
Specific Need Sound,  relaxing,  firm  sleep  every  single  night  
Measureable Non-­‐interrupted  sleep  for  at  least  8  hours  
Achievable (yes/no) No  
Realistic (yes/no) Yes  
Timed Cannot  be  done  in  foreseeable  future  
Outside-In (yes/no) Yes  
http://addvalueto.me/customer-experience-blueprint

Take action…

WHAT NEXT?

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