Identifying the Customer's Neds by Gary Ross published on 2020-03-09T19:58:55Z Identifying and Addressing Customer Needs The first step in improving customer service is to determine what customer's value in their interactions with your organization. What do they want? What do they need? The most obvious way to find out what customers want and need is to ask them. Businesses spend lots of time and money surveying customers, and they often come up with valuable feedback. But the people on the front lines of customer service, people who interact with customers on a daily basis, can gain useful insights into what customer's value just by listening to them and observing them. The next step, once you have identified customer needs, is to commit yourself to meeting them. But you can’t stop there. To provide exceptional service, you need to go the extra mile to show customers how important they are to your organization.