Define Customer Needs As Desired Outcomes

Defining customer needs as desired outcomes is key to creating more value and better satisfying unmet customer needs. However, this is a challenge for most companies as they do not define customer needs correctly. Companies should focus on the job the customer is trying to accomplish and the outcomes they use to measure the successful execution of that job. Customer needs that relate to customer jobs are stable over time, meaning companies can create customer value for years to come.