20 Common Types of Customer Requirements

Broken down into simple terms, customer requirements are what motivate consumers to purchase a product or service. By and large, this is driven by a set of needs, including product functionality, price, reliability, and convenience.

ENGN2225 OC – Customer Requirements

What are customer requirements?

The specifications or features of a product or service that customers deem necessary are referred to as “customer requirements.” These requirements motivate customers to buy a product or service. Companies can study their target market to comprehend their needs and desires in order to determine customer requirements. They can also adopt a more direct strategy by requesting feedback from their clients via surveys, polls, or social media.

20 types of customer requirements

Customers’ needs vary depending on the goods or services a business sells. Companies can combine different requirements to guarantee that they satisfy as many of the needs or preferences of the customers as possible. Here is a list of 20 examples of customer requirements:


Customers’ purchasing decisions can be influenced by a product or service’s price because every customer has different financial resources or restrictions. They could compare prices between suppliers to find the best deal or decide whether they would rather pay more for quality or convenience. To determine the appropriate price or discounts, businesses must comprehend their customers. However, these businesses must also set their prices for their goods and services high enough to guarantee a profit.

For instance, a haircare business may provide a discount on a trio of products. The customer saves money because the bundle is less expensive than buying the products separately, but the business earns more money because the customer’s purchase ends up being worth more.


Purchase decisions may be influenced by the caliber of a product or the materials used in its production. Depending on the definition, durability may be included. Instead of one that breaks easily, a customer may view a high-quality product as one that lasts for a long time.

Quality can also depend on the customers preferences. For instance, they might favor purchasing organic foods because they think those foods have advantages that result in products of a higher caliber. Similar to this, a customer might prefer to buy a sweater made of a natural fiber like cashmere instead of one made of a synthetic material like polyester. Both options fulfill the same needs, but the customer has a preference for which materials offer higher quality.


Every good or service has a function, which serves as its purpose. Customers frequently need goods and services that address particular needs, goals, or desires. For instance, a customer might want to buy a couch that can serve as both a seat and a bed for sleeping. Software development must include functional requirements, which specify the functions of the system. If a business develops an app, they want to make sure that it completes the tasks that customers want it to. For instance, the user can start watching a video by clicking a button.


Customers want to be able to depend on products they buy to fulfill their intended purposes. Along with reliability, customers seek durability. They anticipate that the good or service will endure for a sufficient amount of time or during ongoing use. Businesses that want to offer dependability frequently need to test their goods and services to make sure they can withstand difficulties. For instance, when a customer buys a car, they anticipate using it frequently and in all types of weather. Because of this, automakers test their models to make sure they can withstand a range of temperatures and driving conditions.


Customers demand that a product or service not only fulfills its intended function, but also does it well. The criteria for what constitutes good performance can vary, but some examples include task completion time or accuracy. Additionally, consumers buy goods specifically to enhance the functionality of other goods. For instance, a computer gamer could purchase a new graphics card to enable better video quality.


Some consumers look for goods that don’t harm the environment. In response, businesses release goods made of recycled materials or with less energy used in manufacturing. Or they may sell products that promote sustainability. For instance, automakers offer hybrid or electric models that can aid in the reduction of pollution. Another business may start selling glass straws in response to consumer demands for sustainability, which offers a reusable alternative to plastic straws.


Customers demand transparency, so they want to know what to anticipate when making a purchase of a good or service. Companies must disclose information, like costs or ingredients, when promoting their offerings in order to enable transparency. Direct communication, like businesses informing customers of service interruptions via social media, is one way to promote transparency. Allowing customers to post product reviews online is another example of transparency. Setting up transparency can be advantageous for businesses because it fosters trust, which can result in other advantages like increased customer loyalty.


Clients look for goods and services that can help them save time and effort. Understanding how customers use their offerings and finding ways to make them even simpler to use will help businesses meet these requirements. Some, for example, provide convenience by offering same-day delivery. Customers are spared the time and effort of having to go to the store, find the item, and transport it home by being given the option to buy something online and have it delivered to their home.


Similar to convenience, customers look for goods or services that can make routine tasks easier. For instance, waiting in a store’s checkout line can be time-consuming. Self-service stations are used in some stores, enabling customers to pay for their purchases without waiting in line. Utilizing apps that enable users to pay from their phones directly is an additional choice. Similar to that, customers only need to pull out their phones to make payments rather than digging through their wallets for cash or a credit card, which can speed up the process.

Risk reduction

Some customers think about risk when making purchases; for instance, they want to make sure they won’t lose money. Many businesses offer and promote return or guarantee policies to allay these worries. These policies could draw clients and increase their comfort level during the purchasing process. For instance, a shoe retailer might offer customers a 30-day trial period for their purchases. The buyer has the option to return the item and get their money back if they decide they don’t like the shoes.


Customers may give safety a lot of thought because they want to make sure the product won’t hurt them or those around them. Businesses can market products by demonstrating that they adhere to the necessary safety standards or regulations. For instance, a buyer may choose a certain vehicle based on how well it performs in crash tests. Or a parent buying a toy for their young child considers features to determine whether their children can use it safely, such as whether it has small parts or sharp edges that could choke a child.


Customers who demand compatibility want the good or service to function with or integrate with another one. They frequently want to make sure that it is compatible with something they already have access to or possess. Compatibility information is frequently provided by businesses to aid customers in purchasing decisions. For instance, a memory card retailer may provide a table or list detailing which of its memory cards are compatible with particular digital camera models.


Because each customer is different, they need choices when making purchases. Instead of catering to the needs of just one type of customer, companies can meet the needs of many. For instance, a clothing company offers customers a style of t-shirt in a range of hues and designs. Streaming services frequently provide a number of different, price-ranged subscription plans, some of which include ad-free or higher video quality features. With these choices, customers can decide between paying more for the service or getting more features.


When interacting with a service or making a purchase, customers might want to be in control. Control and the requirement for options can occasionally overlap because, for instance, having multiple options gives customers control over the subscription plan they choose to buy from a business. Providing customers with the option to customize their purchases is another way for businesses to give them control. For instance, a shoe company might provide a fully customizable shoe style. Customers can pick from a variety of hues, designs, and other components to create a special item that reflects their preferences.


Customer research is crucial because different companies and products will define what constitutes a positive customer experience differently. A positive experience typically refers to goods or services that are simple to use and comprehend. For instance, when creating software or websites, the user experience is crucial. To accomplish tasks like making a purchase or finding an article to read, users must be able to easily navigate the website.


Frequently, design can act as a catch-all for other requirements, like experience or accessibility. Design can also refer to usability; for instance, a collapsible umbrella may be more appealing to customers because it is easier to carry and takes up less space. Appearance can also play a critical role in design requirements. For instance, a customer may be more likely to visit and use a website if they find it to be visually appealing.


Customers require products and services that enable easy access. For instance, a bank might offer a mobile app that lets clients access their accounts from anywhere. Accessible goods and services are those that can be used by people of all abilities. For instance, a video-hosting website could offer captions for hearing users, or a company selling kitchen tools could provide customers with arthritis with utensils with special grips. Companies can meet the needs of as many potential customers as possible by taking steps to make their products and services more accessible.


Privacy is a typical demand made by customers when using or purchasing services. Customers may want to make sure that the business does not sell their data to outside parties when opening an account, for instance. Companies frequently offer terms and conditions to customers to explain how their data will be used or not used. Some businesses may even highlight their dedication to privacy or offer additional privacy options in order to satisfy customer demands. For instance, a social media platform might let users turn off the display of personalized ads.


Customers want to know that businesses are concerned about and aware of their needs. Customer service requires that customers speak with someone about their inquiries or grievances, so this requirement is crucial. Companies can also demonstrate empathy through charitable initiatives. For instance, a shoe retailer might run a campaign where customers can buy shoes and the business will donate a pair to someone in need or use a portion of sales to give back. These programs show that the business is aware of the needs of the neighborhood and wants to help.


Companies must provide pertinent or necessary information as guidance if they want their customers to make informed decisions. Depending on the type of information, it might include specifics like product specifications or usage guidelines. Customers can be persuaded to buy something by readily available information because they have a clear understanding of the product and whether it meets their needs. When a customer cannot try on the clothing, an apparel company, for instance, can provide sizing charts and images on their website to assist with size selection.


What are the example of customer requirements?

The Kano model addresses the three types of requirements:
  • Dissatisfiers (Must Haves): These are the fundamental demands that your client expects from you.
  • Satisfiers (Performance): Up to a point, more is better.
  • Delighters (WOW): These produce genuine excitement and are typically not even on your customer’s mind.

What are the 3 levels of customer requirements?

(For instance, the iPad must be simple to use, have quick data storage and retrieval, etc.) ) Customers have needs and requirements. The relationship between the organization and the customer is established by a customer need (for instance, “I need (or want) an iPad”).

What are the 4 main customer needs?

The categories are Must-be, Primary Satisfiers, and Delighters. This classification is called a KANO Analysis. A must-be requirement can dissatisfy, but cannot increase satisfaction. It is a fundamental requirement of the client; without it, they will not conduct business.

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