A customer needs assessment is a detailed look at the needs and expectations of your customers.
If you don’t know what is most important to your customers, it is difficult to fulfill their needs and meet their expectations. It is easy to assume you know what your customers want and what is important to them.
But even if you are in regular contact with your customers, their true needs and wants are not always on the surface.
The goal of a customer needs assessment is to understand what customers want and what their true needs are, which are sometimes different than their stated needs. The method of discovery, personal interviews, is limited because of the time and costs of conducting the interviews. Thus, a second phase is necessary when your customer base is more than a few dozen. In this case, the second phase involves conducting a broad-based survey of your customer base to validate the results obtained in the first phase, the personal interviews.