Model Overview Report

Defining Customer Needs And Understanding Needs Dimensions

January 1st, 2018
With contributor:
Sam Somashekar


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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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.