Defining Customer Needs And Understanding Needs Dimensions

January 1st, 2018

Jeff Lash VP, Sr Research Director

Lisa Singer VP, Research Director

With contributor:

Sam Somashekar

Summary

B2B organizations are often confused about what constitutes a customer need, which causes breakdowns when the organization attempts to leverage customer needs for innovation and go-to-market purposes. The definition and dimensions of a customer need should be clarified during the initial (frame) phase of the Needs Aperture process. 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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