Customer Needs

Photo by Clive Andrews
Photo by Clive Andrews

Photo by Clive Andrews

Customer Needs change all of the time. For instance, once you satisfy one need, that may generate a new need. For example, satisfying one level in Maslow’s hierarchy (physical, safety, love, esteem, self-awareness) means that there is a new need at the next highest level.

Juran’s Customer Needs:

  • Stated needs: what they say they want.
  • Real needs: what they really want.
  • Perceived needs: what they think is desired.
  • Cultural needs: status of the product desired.
  • Unintended needs: when the customer uses the product in an unintended manner.




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