The most successful businesses are customer focused. They give their customers what they want and need. They give them quality.
One of my favourite definitions of quality is simply:
“conformance to requirements“—Philip Crosby
In quality management, quality doesn’t mean how good something is—it means you meet the requirements of the product, service and customer.
You must define customer requirements to achieve quality.
You can’t assume that you know what the customer wants, and sometimes, you can’t assume they they know what they want either! What the customer wants and what they actually need can be different.
Only when you truly understand your customer will you be able to help them with their needs, their real requirements.
There are many ways to explore customer requirements, here are some suggestions.