Model Overview Report

Defining Customer Needs And Understanding Needs Dimensions

January 1st, 2018
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.

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.