Common Mistake in Seeking Customer Needs
“Dear customer, what are your needs?”
•ASSUMES customers know what they need
•Like a doctor asking, “what kind of surgical procedure would you like today?”
•Better to start a conversation, infer needs Inferring Customer Needs
Through Indirect Methods
•Business Systems Planning: A process/use perspective
•What are the major obstacles you face today?
•What features in a product/service might play a role in overcoming these obstacles?
•Critical Success Factors: A success–oriented perspective
•What 3–4 factors are most critical to your success?
•What features in a product/service are needed to achieve success?
