ABSTRACT
The customer is the center post of the house of affordability-the focus, concentration, and emphasis of the foundation and framework. Although value and cost are as important as the customer, and at the same level of the core model, the customer always comes first in terms of “keeping the lights on” and “making the money.” Serving the customer is the primary goal, be it delivering a product or providing a service. The ultimate and ideal objective is to be the customers’ only choice. However, this is not a reality one should expect; hence, one should be aware of the customers’ requirements, needs, wants, and wishes, as well as the competitors’ offerings in detail. In the past, I’ve relied upon various tools and techniques to discover the requirements and improve product and service offerings. Customer requirements are needed for defining functions, features, competitive advantages, and unique qualities in any product or service. Customer and value primarily determine requirements (Figure 2.1).
