How to Define Customer Needs

Are you familiar with the intricacies of understanding a customer's true needs? Do you know how to accurately define what a customer requires? The most effective approach is to engage directly with the customer. However, if you were to ask a customer the direct question, "What do you need?" you may find that the answer isn't always straightforward. This is because customers often struggle to articulate their needs in a clear manner. Instead, consider a different approach: inquire about their activities. Ask questions like, "What keeps you occupied?" or "What tasks do you find yourself doing regularly?" By doing so, you can gain insight into their actions and subsequently provide a product or service that addresses the challenges or obstacles they encounter. It's important to recognize that people generally prefer not to engage in activities they feel compelled to do. In our upcoming lecture, you'll be introduced to the key concepts within PRIZ for achieving customer satisfaction successfully. Additionally, you will discover how to leverage the innovative thinking tool known as "Action Preventing Action (APA)" within the PRIZ Innovation Platform, ultimately enhancing your ability to meet and exceed customer expectations.

Instructors

Alex Agulyansky

Dr. Anatoly Agulyansky Co-founder & Chief Scientist