Customer needs can be divided into 3 categories:

  • Dissatisfiers: expected feature or characteristic of a product or service;
  • Satisfiers: Standard characteristic that increase or decrease satisfaction by their degree;
  • Delighters: Unexpected features that impress and ‘delight’ customers.
Focus on getting Dissatisfiers and Satisfiers under control first, then drive market through Delighters.

Focus on getting Dissatisfiers and Satisfiers under control first, then drive market through Delighters.

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