Customer Requirements

Posted in Marketing and Strategy Terms, Total Reads: 2176

Definition: Customer Requirements

Characteristics or specifications that should be present in a product for it to be deemed desirable by the consumer.

There can be two types of customer requirements:

1. Service Requirement

2. Output Requirement

Service Requirements: Intangible aspects of purchasing a product that a customer expects to be fulfilled. It consists of elements like on-time delivery, service with a smile, easy-payment etc. It encompasses all aspects of how a customer expects to be treated while purchasing a product and how smooth his buying process goes.

Output Requirements: These are mostly the tangible characteristics, features or specifications that a consumer expects to be fulfilled in the product. If a consumer is availing a service as a product, then various service requirements can take the form of output requirements. For example, if the consumer is hailing a metro cab, then on-time arrival becomes an output requirement. For other products such as gadgets, the product specifications like the loudness and clarity of a pair of speakers becomes its output requirements.

Moreover, there are 3 levels of customer requirements:

1. Must Haves

2. Satisfiers

3. Delighters


Must Haves: These are the bare minimum requirements expected by the customers; if fulfilled customers will be not show any exceptional appreciation but if not fulfilled, the customer will show dissatisfaction. The customers do not explicitly express their desire for these but expect it to be understood. For example, a washroom in a restaurant; the customer will feel that it is imperative to have a washroom in a decent restaurant where families or people from business organisations come to dine.

Satisfiers: There are the requirements that customers express their desire for, explicitly. If you offer better or more of these satisfiers, then the customers will appreciate it more and will be more satisfied. For example, the assortment of desserts in a buffet; the customers might feel that they’re entitled to at least two as they’ve paid heavily for the buffet and will be happier if they get four.

Delighters: These are the extras or the add ons. Absence of these will not leave the customer dissatisfied; in fact, the absence of these characteristics might not even be noticed. But adding these would increase the customer’s satisfaction greatly and will leave them delighted. For example, you order a-la-carte in a restaurant and get complimentary wine.



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