To understand customer needs and the strategies to delight the customers.

A team has a need to understand customer needs and identify new product / service requirements. In addition, the team will need to evaluate the performance of current products and services.

• Product / Service Strategy,
• Product / Service Portfolio,
• Product / Service Catalogue.

• Business Unit Manager,
• Business Improvement Manager,
• Strategic Marketing Manager,
• etc

• Understand customer needs
• Anticipate customer needs
• Identify supplier innovation potential
• Identify product / service innovation potential
• Propose new products and services or other ways to increase market share
• Assess customer satisfaction with the current product set
• Capture any new or revised product / service requirements.

Marketing Manager

This process links to the following Best Practice, External Standards and Product Standards. Links to other processes that this process may start are also indicated.