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19 Types of Customer Needs

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Customer needs are things that a customer wants, needs or expects in a product or service. The following are common types of customer needs.

Functionality & Features

Customers need products and services to accomplish objectives. For example, a customer needs a refrigerator that makes small ice cubes.

Price

A customer needs a product or service that meets their budget objectives or constraints. For example, a student needs a reliable bicycle for under $100.

Time & Convenience

Requirements for products and services that save time and are easy to use. For example, a hotel that is close to major attractions.

Terms

A customer requires certain terms of service. For example, a mobile network customer requires privacy such that their location and data isn't sold to third parties.

Experience

Expectations regarding end-to-end customer experience. For example, a customer may require a hotel that feels elegant and tranquil.

Look

A customer requires a product in a particular style and color.

Design

Design related requirements such as usability. For example, a customer requires a baby stroller that is easy to fold.

Status & Identity

Customers may view certain types of products and service as an extension of their identity and element of their social status. For example, a customer may require clothing that doesn't have a visible brand logo.

Reliability & Durability

Customers often have requirements that products and services be reliable, available and durable. For example, an airline requires aircraft that can be operated safely for many hours each month.

Performance

Performance requirements such as speed or accuracy. For example, a customer requires a software service that can process a million transactions an hour.

Efficiency

Customer requirements for efficient resource utilization. For example, a customer requires solar panels with a high conversion efficiency.

Safety

A customer may have safety related requirements. For example, a customer may strongly prefer vehicles that do well in crash tests.

Quality of Life

Requirements related to quality of life such as a customer that expects healthy menu items from a restaurant.

Risk

Needs related to risk such as a customer that requires delivery insurance.

Formulations

A customer needs a product with specific ingredients such as a moisturizer made with shea butter.

Sustainability

Requirements related to community impact, ethics and the environment.

Packaging

A customer needs a product that is easy to open and reseal.

Integration & Compatibility

Requirements for products and services to work with other products and services. For example, a mobile device that accepts memory cards.

Standards & Compliance

A customer may require that a product or service adhere to a particular set of standards or rules. For example, a restaurant may require organic certifications for its ingredients.
Overview: Customer Needs
Type
Definition
Things that a customer wants, needs or expects from a product or service.
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