HomeResearch Articles Defining Customer Needs and Understanding Needs Dimensions

Defining Customer Needs and Understanding Needs Dimensions

  • B-to-b organizations often struggle to understand, synthesize and act on customer needs because they lack a common definition of what a need is
  • SiriusDecisions defines a need as a desired outcome that has business value to a persona
  • To truly understand customer needs, identify the three dimensions of need for each target persona: organizational, functional and individual
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