Gaining Alignment On Customer Needs And Needs Dimensions

June 18th, 2024

With contributors:

Amy Hayes , Kaitlyn Coalson , Drew Zalucky

Summary

Although many product managers and portfolio marketers are great at talking to customers about new features and capabilities, they often forget that customers seek specific outcomes. When teams clearly articulate customer needs, they are more likely to prioritize the highest value business opportunities and align on the specifics of the needs that are in focus. The definition and dimensions of a customer need should be iterated on and clarified as part of the customer needs discovery process explained in the Forrester Needs Aperture. In this report, we define a customer need, describe the components of an actionable need statement, and explain three needs dimensions.

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