The most important customer needs you must meet (with examples)
General Classification of Customer Needs
Customer needs cover an extensive range of requirements and desires that drive consumer behavior.
Examples of needs driving actions include:
Ordering an Uber taxi is driven by the specific need to travel from point A to point B.
Calling for a pizza delivery is driven by the physiological need to satisfy hunger.
The types of customer needs are divided into two primary categories:
Product Needs
Service Needs
Detailed Analysis of Product Needs
Functionality
Customers require a product or service to function exactly according to their requirements to rectify a specific issue or fulfill a desire.
Consumers will typically choose a product that "ticks all the boxes" rather than one that only completes half a job or fails to solve the core problem.
Price
Whether a product costs $20$ or $2,000$, buyers almost always work within the constraints of a budget.
Every customer has a specific price point they are unable to surpass, necessitating that products be priced accordingly.
Compatibility
Products or services should be compatible with existing products already offered by a brand.
An example of this is when Xbox released the Xbox One console; they provided a list of backward compatible titles from the previous console. This allowed gamers to continue enjoying old favorites, maintaining customer happiness and reducing the likelihood of them switching to a competitor.
Efficiency
Customer behavior is often characterized by impatience; they are attracted to products or services that offer immediate gratification.
Performance
A product must fulfill the duties required by the customer so they can achieve their goals.
As a hypothetical scenario, nobody would visit a car showroom to buy a top-of-the-range Mercedes if it had square wheels, as such a car would be undriveable and fail to perform.
Reliability
Products and services must perform reliably as advertised every time the customer uses them.
Reliability is a primary driver for consumer trust; for instance, many people purchase Volkswagen cars specifically because of the brand's reputation for one word: reliability.
Design
A product may possess every possible feature, but if it lacks aesthetic appeal, it may not perform to its optimum potential in the market.
Usability must be at the forefront of the design process. If a product is awkward to use, it negatively impacts the customer experience, leading them to seek solutions elsewhere.
Experience
The use of a product or service should never be overcomplicated.
The fundamental reason a customer purchases a product is to simplify matters, not to make things more difficult.
Convenience
Customers seek the most convenient solution to their problems.
Metaphorically, if customers wanted to "jump through hoops," they would join a circus; instead, they want practical, easy-to-use solutions.
Detailed Analysis of Service Needs
Accessibility
Customer service support teams must be easily accessible.
Relying solely on pre-recorded messages when customers call is irritating and sends negative signals about the company.
Multiple contact channels should be provided, including chatbots and dedicated customer service numbers.
Word-of-mouth can determine a company's reputation; if a customer finds a company inaccessible, they will likely voice their frustration publicly.
Empathy
When customers contact support, they are generally not looking for casual conversation; they have a specific problem.
If a customer expresses disappointment or dismay, support staff must show genuine empathy and understanding while providing assistance.
Fairness
Pricing and contract terms must be transparent and fair. Being "sneaky or sly" with terms or prices will alienate customers and drive them directly to rivals.
Clarity
Communication must be crystal clear. For example, if a cell phone tariff is scheduled to increase by a couple of dollars, the company should proactively inform the customer via a phone call rather than surprising them on their next bill.
Control
Customers need to feel empowered during and after the sale.
They should have the autonomy to return products they find unsatisfactory, adjust their subscriptions, or change contract terms easily.
Options
Variety is essential to meet diverse consumer needs.
Companies should offer options in terms of product types, specific features, subscription models, and payment methods.
Information
Providing information inspires trust in the relationship between the business and the consumer.
Companies should publish content that helps customers make informed buying decisions and maximize the utility of their purchases.
Useful information resources include blogs, instructional videos, and downloadable brochures.
Common Customer Needs Summary
While many specific needs exist, the most common needs applicable across various circumstances include:
Price
Reliability and Sustainability
Risk Reduction
Usability and Convenience
Transparency
Control
Empathy
Information