Type of customer's needs

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The document outlines different types of customer needs: stated needs are what customers explicitly ask for, real needs cover what stated needs actually represent, unstated needs are what customers expect but do not request, delight needs would please customers if provided unexpectedly, and secret needs are those customers do not express.

STATED NEEDS
REAL NEEDS
UNSTATED NEEDS
DELIGHT NEEDS
SECRET NEEDS

STATED NEEDS
‘What customers ask for’
I NEED A CAR

REAL NEED
‘What stated need actually covers’
Good mileage, low maintaining cost etc

UNSTATED NEED
‘What the customers expect but do not ask for’
GOOD AFTER SALE SERVICES

DELIGHT NEEDS
‘That are not asked or expected but would
delight, if they get’
Something Extra: Free Insurance, music system
etc

SECRET NEEDS
‘Needs that customers do not express’
To show off or to fit in a group

Type of customer's needs

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Type of customer's needs

1.

2. STATED NEEDS REAL NEEDS UNSTATED NEEDS DELIGHT NEEDS SECRET NEEDS

3. STATED NEEDS ‘What customers ask for’ I NEED A CAR

4. REAL NEED ‘What stated need actually covers’ Good mileage, low maintaining cost etc

5. UNSTATED NEED ‘What the customers expect but do not ask for’ GOOD AFTER SALE SERVICES

6. DELIGHT NEEDS ‘That are not asked or expected but would delight, if they get’ Something Extra: Free Insurance, music system etc

7. SECRET NEEDS ‘Needs that customers do not express’ To show off or to fit in a group