
94 The Complete Guide to Systems Thinking and Learning
Tool #14 Customer Wants and Needs
Application of Systems Dynamics #4: Input/Output Model;
and #6: Multiple-Goal Seeking
Focus on outcomes—defining and meeting customer wants/needs. The value to the customer is
always some mix of five “STAR” outcome points:
• choice and customization
• service excellence, ease of doing business
• high quality goods and services
• speed, timeliness, responsiveness
• total cost (in all ways)
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For example:
When you start thinking about how to create customer value, consider
all the outcomes customers are likely to desire. Though customer needs are rarely
looked at in ...