{"id":3280,"date":"2023-04-06T21:10:00","date_gmt":"2023-09-04T21:10:35","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3280"},"modified":"2024-04-04T10:59:23","modified_gmt":"2024-04-04T10:59:23","slug":"what-are-customer-needs","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/what-are-customer-needs\/","title":{"rendered":"8-step Strategy for Discovering What the Customer Wants"},"content":{"rendered":"\n<p>What are customer needs? Answering that question may not always be easy \u2013 but it\u2019s crucial for business success. After all, knowing what the customer wants is the starting point for creating winning products and services. Just as importantly, it\u2019s the basis for <a href=\"https:\/\/www.salesforce.com\/eu\/learning-centre\/customer-service\/customer-retention\/\" target=\"_blank\" rel=\"noopener\">forming long-lasting relationships<\/a>.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-the-connected-customer\/\" target=\"_blank\" rel=\"noopener\">State of the Connected Customer report<\/a> reveals that 62% of customers expect businesses to anticipate their needs, and 73% expect companies to understand their unique needs and expectations. If your business isn\u2019t proactively working towards understanding its customers and addressing their concerns, it risks falling behind competitors that are.<\/p>\n\n\n\n<p> Let\u2019s take a look at how you can determine the needs of your customers \u2013 and then <a href=\"https:\/\/www.salesforce.com\/eu\/blog\/2021\/01\/customer-centricity.html\" target=\"_blank\" rel=\"noopener\">go about satisfying them<\/a>. <\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><span>The Beginner\u2019s Guide to CRM<\/span><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Learn everything you need to know about CRM and find out what a powerful CRM strategy for your SMB looks like.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/eu\/form\/smb\/beginners-guide-crm\/?d=inc-blog-banner&#038;nc=7013y000002hmoTAAQ\">Get the Guide<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"913\" height=\"480\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2021\/09\/Beginners-Guide-to-CRM.png\" class=\"attachment-full size-full\" alt=\"The Beginner\u2019s Guide to CRM\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2021\/09\/Beginners-Guide-to-CRM.png 913w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2021\/09\/Beginners-Guide-to-CRM.png?w=300&amp;h=158 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2021\/09\/Beginners-Guide-to-CRM.png?w=768&amp;h=404 768w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2021\/09\/Beginners-Guide-to-CRM.png?w=150&amp;h=79 150w\" sizes=\"auto, (max-width: 913px) 100vw, 913px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-customer-needs\"><b>What are customer needs?<\/b><\/h2>\n\n\n\n<p>Put simply, customer needs are the factors that influence the purchasing decisions of consumers and B2B buyers. By anticipating and meeting customer needs, brands can create offerings that better connect with the consumer and buyer, while increasing profitability and driving long-term loyalty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-three-types-of-customer-needs\"><b>The three types of customer needs<\/b><\/h2>\n\n\n\n<p>There are many factors that might influence purchasing behaviour, from the simple and common to the complex and highly personal, but most fall into one of three types.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Practical.<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> Customer needs are most often driven by practical considerations. These can include everything from price and availability to ease of use and functionality. If you\u2019re offering a high-quality, low-cost product or service that\u2019s easy to obtain or access, you\u2019re catering towards practical customer needs. Customers driven by practical needs are likely to choose an offering that will simply help them perform a function or achieve a goal. This was once particularly true of B2B buyers, whose longer buying journey includes input from multiple stakeholders. But in a world where products and services often share similar price points, availability and functionality, B2B buyers are increasingly being influenced by emotional and social factors &#8211; whether they know it or not.<\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Emotional. <\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What a customer wants can often be just as powerful a driver of purchases as what a customer needs. In other words, they may be driven by how an offering makes them feel. For example, they may choose a product that evokes pleasant memories from childhood. Or they may look for a product that makes them feel more confident or powerful. While a practical customer may choose a fuel-efficient compact car, an emotional one may splurge on a motorcycle. Consumers have always been influenced by emotional and social factors, but these factors are increasingly influencing B2B buyers as well. Harvard Business School professor Gerard Zaltman posits that <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/hbswk.hbs.edu\/item\/the-subconscious-mind-of-the-consumer-and-how-to-reach-it\" target=\"_blank\" rel=\"noopener\">95% of cognitive decision-making happens subconsciously<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">. This means that even buyers who think they\u2019re being pragmatic are often responding to factors outside the rational. And this means that B2B organisations should focus on creating emotional bonds with buyers &#8211; not just winning over the procurement team.<\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Social.<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> Some customers make purchases that are socially driven. For example, they may choose sustainable or ethical brands that reflect their lifestyle. Or they may opt for luxury products that are in line with their social circle to \u201ckeep up with the Joneses\u201d. Socially driven needs are often considered to be the hardest to predict, but entire businesses have sprung up around tracking new trainer drops or tech releases. B2B buyers are also paying attention to socio-political factors in their purchasing decisions, as they need to justify partnerships to stakeholders. As such, they\u2019re looking at their vendors\u2019 CSR (corporate social responsibility), treatment of employees, environmental impact and community involvement in ways they never did before.<\/span> <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-eight-ways-for-identifying-the-needs-of-your-customers\"><b>Eight ways for identifying the needs of your customers<\/b><\/h2>\n\n\n\n<p>When it comes to addressing customer needs, a one-size-fits-all approach won\u2019t work. For instance, you\u2019ll want to tailor your messaging to prioritise the distinct concerns of different audiences. <\/p>\n\n\n\n<p>But how can you gain key insights into your customers, so that you can not only meet their needs but exceed their expectations? Here are 8 strategies for getting started.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Follow your data. We\u2019re living in the age of the <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/2021\/02\/digital-imperative-customer-expectations.html\" target=\"_blank\" rel=\"noopener\">digital imperative<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">. You likely already have a wealth of information about your customers at your disposal, especially if you\u2019re centralising your data in a <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/eu\/learning-centre\/crm\/what-is-crm\/\" target=\"_blank\" rel=\"noopener\">CRM<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">. Take a deep dive into your business\u2019s data and see what\u2019s connecting with customers, what can be improved, and what new opportunities can be identified from it.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Talk to your customers. The best way to <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/eu\/resources\/articles\/improve-customer-focus\/\" target=\"_blank\" rel=\"noopener\">know what your customers want<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> is to simply ask them. Deploying post-purchase surveys will help you evaluate your customer experience. You can also reach out to loyal customers for opinions on products and services. They may have some great ideas for improvements and new offerings.<\/span> <\/li>\n\n\n\n<li>Raise your social media game. Try to engage with your customers in the places where they spend <span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">most time. For many, that\u2019s social media. Listen in on what people are saying about your business. Are you seeing recurring concerns? Can you use this information to drive improvements? Are you using your brand\u2019s social media presence to showcase your voice and build more personal relationships? <\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Gather feedback from your teams. Your sales and service teams speak to your customers frequently. Gather your reps and discuss what they\u2019ve been hearing from customers. Do your teams have suggestions for new products or services? Do they have ideas for how you can improve the customer experience?<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Form a focus group. Forming a focus group isn\u2019t for every business. After all, it can be costly. Moreover, these groups will not have the same in-depth knowledge of your offerings as your customer base will. But if you\u2019re looking to move into new markets, a focus group can put you on the right path.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">See what people are searching for. One of the most cost-effective ways to see what customers need is to see what they\u2019re searching for. You can use tools like Google Keyword Planner to gain insights into customer behaviour. You can see how many times phrases and keywords have been searched each month, so you can see what\u2019s trending up. Or you could use Google Trends to see more specific data, with searches being further segmented.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Learn from your competitors. Your competitors are helping to define your marketplace, so it\u2019s important to keep up with any new products or services they\u2019re offering. Look for ways you can use this market intelligence to improve your offerings or create new ones. You\u2019ll also want to pay attention to their messaging. How are they positioning themselves? After all, they\u2019re trying to reach the same customers you are.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Use Artificial Intelligence. Artificial intelligence is one of the most <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/eu\/resources\/guides\/customer-focused-technology-guide\/\" target=\"_blank\" rel=\"noopener\">customer-centric<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> technologies that SMEs can use. Not only can AI tools analyse data to identify unique needs and preferences; they can help SMEs create tailored customer journeys. AI can also increase efficiency, improve service and <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/2021\/11\/customer-centric-marketing-showpad.html\" target=\"_blank\" rel=\"noopener\">create more customer-centric marketing campaigns<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">.<\/span> <\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-you-understand-the-needs-of-your-customer-what-s-next\"><b>You understand the needs of your customer \u2013 what\u2019s next?<\/b><\/h2>\n\n\n\n<p>Now that you know the needs of your customers, you can build a blueprint for meeting them. <\/p>\n\n\n\n<p><b>Some of the steps towards building a customer-centric strategy include:<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Get regular feedback from your customers. Talking to your customers isn\u2019t a one-time thing &#8211; it should be done regularly. Establish a feedback loop where you can constantly evaluate the products and services you\u2019re offering, and the market\u2019s response to them. This regular monitoring of consumer needs will help you respond quickly to market shifts and emerging customer concerns.<\/span> <\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Perfect your brand\u2019s messaging. You\u2019ll want to create different messaging for different audience segments, considering their specific needs and the channels through which they shop. Make sure that your <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/2021\/11\/customer-centric-marketing-showpad.html\" target=\"_blank\" rel=\"noopener\">marketing is aligned with customer needs<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> and that your communications highlight the most relevant benefits of your products and services.<\/span> <\/li>\n\n\n\n<li>Brainstorm new products and services. Knowing what your customers value and prioritise when making a purchase will help you create innovative offerings that not only address their needs but also <span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">stand out from the crowd. Look at the results from your focus research. Is there a gap between what customers need and what\u2019s available?<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Create the need. Some businesses have an \u201cif you build it, they will come\u201d approach. Instead of researching and responding to the existing needs of their customers, they create <\/span>new needs in their customers. For example, it\u2019s unlikely that socially conscious Millennials wish<span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> there was a credit card made just for them, but if you offer a card that donates to charities, provides rewards based on purchases from sustainable businesses, and sponsors community building, you may create that customer need.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Level up your loyalty programme. Look at your business\u2019s <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/2022\/01\/smb-loyalty-programs.html\" target=\"_blank\" rel=\"noopener\">loyalty program<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">. Is it centred around the needs of your customers? Is it offering value at the right places? Loyalty programmes are a powerful tool for building relationships, so ensure that your programme is working as hard as it could be.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Re-evaluate your customer service KPIs. Quick and convenient should always be the priority when it comes to <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/2019\/04\/improve-customer-service-care.html\" target=\"_blank\" rel=\"noopener\">customer service<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">. But once that frictionless service is in place, can you <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/2019\/04\/improve-customer-service-care.html\" target=\"_blank\" rel=\"noopener\">add further value to the customer experience?<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> Look at your service KPIs (Key Performance Indicators) and see if they can be supplemented to not only measure successful resolutions but also how well you\u2019re meeting the ongoing needs of your customers. In other words, turn your service into a relationship-building machine.<\/span> <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ready-to-follow-customer-needs-to-exciting-new-places\"><b>Ready to follow customer needs to exciting new places?<\/b><\/h2>\n\n\n\n<p>By following the needs of your customers, you can ensure that you\u2019re always putting them first. And by designing your business around offering solutions, you\u2019ll be well on your way to winning trust and <a href=\"https:\/\/www.salesforce.com\/eu\/learning-centre\/customer-service\/customer-retention\/\" target=\"_blank\" rel=\"noopener\">increasing customer retention<\/a>.<\/p>\n\n\n\n<p><b>To see more about how customer-centricity can help build relationships \u2013 and how digital tools can help \u2013 check out our <a href=\"https:\/\/www.salesforce.com\/eu\/form\/smb\/beginners-guide-crm\/?nc=7013y000002hmoTAAQ\" target=\"_blank\" rel=\"noreferrer noopener\">CRM Guide<\/a>.<\/b><\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><span>The Beginner\u2019s Guide to CRM<\/span><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Learn everything you need to know about CRM and find out what a powerful CRM strategy for your SMB looks like.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/eu\/form\/smb\/beginners-guide-crm\/?d=inc-blog-banner&#038;nc=7013y000002hmoTAAQ\">Get the Guide<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"913\" height=\"480\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2021\/09\/Beginners-Guide-to-CRM.png\" class=\"attachment-full size-full\" alt=\"The Beginner\u2019s Guide to CRM\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2021\/09\/Beginners-Guide-to-CRM.png 913w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2021\/09\/Beginners-Guide-to-CRM.png?w=300&amp;h=158 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2021\/09\/Beginners-Guide-to-CRM.png?w=768&amp;h=404 768w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2021\/09\/Beginners-Guide-to-CRM.png?w=150&amp;h=79 150w\" sizes=\"auto, (max-width: 913px) 100vw, 913px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>SMEs that know the needs of their customers can create better offerings and drive loyalty. Here\u2019s how to find out what your customer really wants.<\/p>\n","protected":false},"author":1,"featured_media":3282,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"35f946d27dfe480fbeb3e1ad72be0209","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[83,274,32,33],"sf_content_type":[],"coauthors":[26],"class_list":["post-3280","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-experience","sf_topic-reports","sf_topic-small-business","sf_topic-startups"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What are Customer Needs? Find Out in 8 Steps - Salesforce<\/title>\n<meta name=\"description\" content=\"SMEs that know the needs of their customers can create better offerings and drive loyalty. Here\u2019s how to find out what your customer wants.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/what-are-customer-needs\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"8-step Strategy for Discovering What the Customer Wants\" \/>\n<meta property=\"og:description\" content=\"SMEs that know the needs of their customers can create better offerings and drive loyalty. 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