- To understand the importance of customer needs and the sources of customer satisfaction
- To understand how businesses can exceed customer expectations
- To appreciate how to manage diverse target groups with a focused marketing mix
- To appreciate the key role played by staff in delighting customers
- To identify how innovation can help you continue to engage and delight customers
- To make recommendations to exceed customers’ base expectations
- To appreciate the shift toward experiences as purchases
This chapter explores why customer needs are paramount and discusses customer needs versus customer desires—what do customers really want? It looks at customer expectations ...