The concept of Underserved Needs relates to customer delight in the sense that it identifies the needs of the customer that are not being met. By addressing these underserved needs, companies can exceed customer expectations and create delight. This is because when a company fulfills an underserved need, it not only meets the basic expectations of the customer but also provides something extra that the customer may not have expected, leading to customer delight.
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Why do so many products fail? It's not because they are built or marketed poorly, but because they don’t delight customers. Read this book summary for...
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The market for a product is the set of all existing and potential customers that share a set of related needs. Market size is measured in terms of the number of customers or total revenue generated. The Product Market Pyramid maps the market into an underlying Target Customer segment and followed by an Underserved Needs segment. This is because needs that aren't met can be identified only after selecting the Target Customers.