This chapter explores why customer needs are paramount and discusses customer needs versus customer desires—what do customers really want? It looks at customer expectations and satisfaction. How should organisations manage customers when things go wrong—what are the effects of fade or walk away versus active strategies that re-engage customers back into the fold? 

Creating a customer-centric company that truly listens to customer needs can be daunting, and there’s a steep learning curve if you haven’t paid close attention to customers before. 

So, to steer you in the right direction, here’s a beginner’s guide that defines the types of customer needs to look for, unpacks common barriers that prevent companies from fulfilling their customers’ needs, and discloses solutions to start improving customer service