Trends Report

It’s The Problem, Not The Solution: The Case For Customer Needs Discovery

December 29th, 2021
With contributor:


Forrester B2B Benchmark Metrics Data shows that 90% of highly successful product management organizations — those that drive 75% or more of their offerings to meet revenue goals — have a formal program in place to understand and prioritize customer needs. A formal approach to customer needs helps organizations identify the high-value needs that drive the creation of innovative products and build an aligned understanding of market opportunities. This report outlines the importance of a focused and multifaceted approach to identifying and prioritizing customer needs, along with the elements organizations should include in an effective customer needs process.

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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.