O'Reilly logo

Who Stole My Customer??: Winning Strategies for Creating and Sustaining Customer Loyalty, Second Edition by Harvey Thompson

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

9. What They Need: Solutions

Customer wants and needs is a common phrase that is often heard and seldom understood. Most folks don’t know the difference. However, the winners do—and if you want your firm to be a winner, then so must you.

A customer want is something customers expressly state as a desired outcome. A customer need is the underlying value or benefit that drives the wants and provides a powerful lever for loyalty to the firm that understands and fulfills it. For example, athletes often want a cold beverage to quench their thirst. However, their underlying need is that they sweat to maintain a safe temperature and then must rehydrate to replenish lost liquids, vital electrolytes, and carbohydrates. For years, the beverage industry ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required