Page 16 - CUST SVC TEXTBOOK 2020

Unit 6

Customer Needs, GEMS and Service Chain in Organizations

6.1 Identifying Customer Needs and Wants

Successful Service Providers are able to identify customer needs. Understanding customer
needs and wants will help Service Providers take the right / correct / appropriate steps to offer
the products or service that they want.

Basically, customers have 6 different needs:

1. Need to Feel welcome

Customers need to feel that Service Providers are happy / glad:

- to see them
- their presence is important

They will not return if they are treated like outsiders

2. Need to Be understood

Service Providers are to communicate effectively by:
- receiving the customer’s message accurately and

- interpreting it correctly

3. Need to Feel important

Ego and self-esteem are human needs. People like to feel important.
- make customers feel that they are special / VIP

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