Write notes on the following?

a) Means of identifying the customer needs

b) Changing customer expectations

a) Customer Needs Identification is the process of determining what and how a customer wants a product to perform. Customer Needs are non-technical, and they reflect the customers’ perception of the product, not the actual design specifications, although frequently they are closely related.

Customer Needs Identification has two major goals:

• To keep the product focused on customer needs
• To identify not just the explicit needs of the customer, but also the latent needs

These customer requirements should be independent of any particular product or potential solution. After all, it’s only after identifying Customer Needs that one can begin to meet them.

So with that in mind, the goal is to find out precisely what the customer wants. Here is a four-step method for identifying Customer Needs:

• Gather raw data from customers
• Interpret the data in terms of customer needs
• Organize the needs
• Reflect on the Process

1. Gathering Raw Data

Intuitively, the first step must be to gather data from the customers. Without their input, it would be impossible to identify their needs. “Gathering needs data is very different than a sales call: the goal is to elicit an honest expression of needs, not to __________ ____ _______ _________ ____ ____ __________.
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