{"id":71,"date":"2020-05-25T01:28:30","date_gmt":"2020-05-25T01:28:30","guid":{"rendered":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/chapter\/chapter-1-customer-needs\/"},"modified":"2026-03-16T13:57:50","modified_gmt":"2026-03-16T13:57:50","slug":"chapter-1-customer-needs","status":"publish","type":"chapter","link":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/chapter\/chapter-1-customer-needs\/","title":{"raw":"Chapter 1: Customer Requirements","rendered":"Chapter 1: Customer Requirements"},"content":{"raw":"<h2><span style=\"color: #1b3b80;\">The Voice of the Customer\u00a0<\/span><\/h2>\n<span style=\"color: #1b3b80;\">The original version of this chapter contained H5P content. You may want to remove or replace this element.<\/span>\n\nWatch Amos Winter's video below on the Leveraged Freedom Chair. The engineering design team's research revealed that:\n<ul>\n \t<li style=\"direction: ltr;\">40 million people in the developing world in dire need of functional inexpensive wheelchairs. Tanzania is one example of a target market<\/li>\n \t<li style=\"direction: ltr;\">By listening to the Voice of The Customer (VOC), design team identified customer wants\/needs. These \"raw\" needs\/wants were translated into Customer Requirements (CRs)<\/li>\n<\/ul>\n[embed]https:\/\/www.ted.com\/talks\/amos_winter_the_cheap_all_terrain_wheelchair?utm_campaign=tedspread&amp;utm_medium=referral&amp;utm_source=tedcomshare[\/embed]\n<p style=\"text-align: left;\"><a href=\"https:\/\/libraryresources.nse.org.ng\/wp-content\/uploads\/sites\/11\/2026\/03\/The-cheap-all-terrain-wheelchair_Ted-Talks-Video-Transcript.docx\">The cheap all-terrain wheelchair_Ted Talks a_Video Script [DOC]<\/a><\/p>\n\n<h2><strong>Customer requirements:<\/strong><\/h2>\n<ul>\n \t<li><span class=\"very-tight\"><span class=\"tight\"><span class=\"loose\">Technical or non-technical descriptions of what a customer wants, needs, and\/or desires.<\/span><\/span><\/span><\/li>\n \t<li><span class=\"very-tight\"><span class=\"tight\"><span class=\"loose\">Not meeting customer requirements leads to market failure.<\/span><\/span><\/span><\/li>\n<\/ul>\n<div class=\"textbox shaded\">\n<h2>Customer Needs vs Customer Requirements<\/h2>\n<span class=\"tight\">Customers have needs and requirements. A customer <em>need\u00a0<\/em>establishes the relationship between the organization and the customer (<\/span>Example: \"I need\/want an iPad.\")\n\nRequirements are those characteristics that determine whether or not the customer is happy. (Examples: iPad is user-friendly, has to be fast in data storage and retrieval, light-weight, long battery life, etc.)\n\nYou can measure user-friendliness with a Likert scale (1-5), measure download\/upload in megabits per second or load times in fractions of seconds, light-weight can be a % or amount measured as a reduction from current weight.\n\n<\/div>\n<h2><strong>Voice of the Customer (VOC) and translation to specifications:<\/strong><\/h2>\n<span class=\"tight\">If you asked your customers what they wanted from your design, how would they answer? <\/span><span class=\"tight\">They often use descriptive, rather than quantifiable, words for voicing specifications:<\/span>\n<ul>\n \t<li><span class=\"very-tight\"><span class=\"tight\">People considering a new car may want a \"roomy\" vehicle to store groceries, luggage, etc.<\/span><\/span><\/li>\n \t<li><span class=\"very-tight\"><span class=\"tight\">People typically don't provide specific quantification for \"roomy\", such as interior volume or interior geometry in mind.<\/span><\/span><\/li>\n \t<li><span class=\"very-tight\"><span class=\"tight\">Do not shy away from including qualitative requirements.<\/span><\/span><\/li>\n<\/ul>\nThe original version of this chapter contained H5P content. You may want to remove or replace this element.\n<h2><span style=\"color: #1b3b80;\">Understand Your Customers<\/span><\/h2>\n<div class=\"sc-table-responsive\">\n\nDesign teams must understand the target market customers well in order to meet their expectations. Examples of not meeting the target customers' expectations are seen as glaring market failures. These can cost a company $$! It takes significant amounts of time, money, and effort to overcome the negative image of market failures.\n\n[embed]https:\/\/youtu.be\/CBeMNj-K93M[\/embed]\n<p style=\"text-align: left;\"><a href=\"https:\/\/libraryresources.nse.org.ng\/wp-content\/uploads\/sites\/11\/2022\/01\/Dominos-Pizza_Greatest-Turnaround-in-Recent-Business-History-video-Transcript.docx\">Domino's Pizza Greatest Turnaround_Video Script [DOC]<\/a><\/p>\n&nbsp;\n\n<\/div>\n<div class=\"sc-table-responsive\">\n\n[embed]https:\/\/youtu.be\/tHCmDpDzRks[\/embed]\n<p style=\"text-align: left;\"><a href=\"https:\/\/iastate.pressbooks.pub\/app\/uploads\/sites\/33\/2022\/02\/Customer-Needs-\u2013-Part-2-Video-Transcript.docx#fixme\">Customer Needs - Part 2_Video Script [DOC]<\/a><\/p>\n\n<div class=\"textbox shaded\">\n<div class=\"lb-pagebreak\" style=\"text-align: center;\"><span style=\"color: #1b3b80;\"><strong style=\"font-size: 1.3em;\">IN ME 2700, ONLY THE RANKING NUMBERS: 1,3,9 are used to rank customer requirements!<\/strong><\/span><\/div>\n<\/div>\n<\/div>\n<div>\n<div class=\"textbox textbox--examples\"><header class=\"textbox__header\">Practice Exercise<\/header>\n<div class=\"textbox__content\">\n<h3><span style=\"color: #1b3b80;\">Let's Look at MIRE TECH<\/span><\/h3>\nTo build a House of Quality, your team must determine customer requirements and then perform a market analysis. Below, match a customer need with a customer requirement:\n\nThe original version of this chapter contained H5P content. You may want to remove or replace this element.\n\n<\/div>\n<\/div>\n&nbsp;\n\n<\/div>\n<div class=\"sc-table-responsive\">\n<div class=\"textbox textbox--examples\"><header class=\"textbox__header\">Practice Exercise<\/header>\n<div class=\"textbox__content\">The original version of this chapter contained H5P content. You may want to remove or replace this element.<\/div>\n<\/div>\n&nbsp;\n<div class=\"textbox textbox--examples\"><header class=\"textbox__header\">Practice Exercise<\/header>\n<div class=\"textbox__content\">\n<div class=\"sc-table-responsive\">\n<div>\n<h3>Customer Requirements<\/h3>\nCustomers provided importance rankings for their requirements and the top 2 were:\n<ul>\n \t<li>Good Texture<\/li>\n \t<li>Generous Portions.<\/li>\n<\/ul>\nAppetizing Appearance was least important.\n\nFinally, Good Taste and Low Prices were moderately important.\n\nGiven this information, rank your CRs (items of the same rank will be in the same order as was just listed):\n\n<\/div>\n<\/div>\n<div>\n\nThe original version of this chapter contained H5P content. You may want to remove or replace this element.\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>","rendered":"<h2><span style=\"color: #1b3b80;\">The Voice of the Customer\u00a0<\/span><\/h2>\n<p><span style=\"color: #1b3b80;\">The original version of this chapter contained H5P content. You may want to remove or replace this element.<\/span><\/p>\n<p>Watch Amos Winter&#8217;s video below on the Leveraged Freedom Chair. The engineering design team&#8217;s research revealed that:<\/p>\n<ul>\n<li style=\"direction: ltr;\">40 million people in the developing world in dire need of functional inexpensive wheelchairs. Tanzania is one example of a target market<\/li>\n<li style=\"direction: ltr;\">By listening to the Voice of The Customer (VOC), design team identified customer wants\/needs. These &#8220;raw&#8221; needs\/wants were translated into Customer Requirements (CRs)<\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" id=\"oembed-1\" title=\"Amos Winter: The cheap all-terrain wheelchair\" src=\"https:\/\/embed.ted.com\/talks\/amos_winter_the_cheap_all_terrain_wheelchair\" width=\"500\" height=\"282\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: left;\"><a href=\"https:\/\/libraryresources.nse.org.ng\/wp-content\/uploads\/sites\/11\/2026\/03\/The-cheap-all-terrain-wheelchair_Ted-Talks-Video-Transcript.docx\">The cheap all-terrain wheelchair_Ted Talks a_Video Script [DOC]<\/a><\/p>\n<h2><strong>Customer requirements:<\/strong><\/h2>\n<ul>\n<li><span class=\"very-tight\"><span class=\"tight\"><span class=\"loose\">Technical or non-technical descriptions of what a customer wants, needs, and\/or desires.<\/span><\/span><\/span><\/li>\n<li><span class=\"very-tight\"><span class=\"tight\"><span class=\"loose\">Not meeting customer requirements leads to market failure.<\/span><\/span><\/span><\/li>\n<\/ul>\n<div class=\"textbox shaded\">\n<h2>Customer Needs vs Customer Requirements<\/h2>\n<p><span class=\"tight\">Customers have needs and requirements. A customer <em>need\u00a0<\/em>establishes the relationship between the organization and the customer (<\/span>Example: &#8220;I need\/want an iPad.&#8221;)<\/p>\n<p>Requirements are those characteristics that determine whether or not the customer is happy. (Examples: iPad is user-friendly, has to be fast in data storage and retrieval, light-weight, long battery life, etc.)<\/p>\n<p>You can measure user-friendliness with a Likert scale (1-5), measure download\/upload in megabits per second or load times in fractions of seconds, light-weight can be a % or amount measured as a reduction from current weight.<\/p>\n<\/div>\n<h2><strong>Voice of the Customer (VOC) and translation to specifications:<\/strong><\/h2>\n<p><span class=\"tight\">If you asked your customers what they wanted from your design, how would they answer? <\/span><span class=\"tight\">They often use descriptive, rather than quantifiable, words for voicing specifications:<\/span><\/p>\n<ul>\n<li><span class=\"very-tight\"><span class=\"tight\">People considering a new car may want a &#8220;roomy&#8221; vehicle to store groceries, luggage, etc.<\/span><\/span><\/li>\n<li><span class=\"very-tight\"><span class=\"tight\">People typically don&#8217;t provide specific quantification for &#8220;roomy&#8221;, such as interior volume or interior geometry in mind.<\/span><\/span><\/li>\n<li><span class=\"very-tight\"><span class=\"tight\">Do not shy away from including qualitative requirements.<\/span><\/span><\/li>\n<\/ul>\n<p>The original version of this chapter contained H5P content. You may want to remove or replace this element.<\/p>\n<h2><span style=\"color: #1b3b80;\">Understand Your Customers<\/span><\/h2>\n<div class=\"sc-table-responsive\">\n<p>Design teams must understand the target market customers well in order to meet their expectations. Examples of not meeting the target customers&#8217; expectations are seen as glaring market failures. These can cost a company $$! It takes significant amounts of time, money, and effort to overcome the negative image of market failures.<\/p>\n<p><iframe loading=\"lazy\" id=\"oembed-2\" title=\"Domino&amp;apos;s Pizza: Greatest Turnaround in Recent Business History\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/CBeMNj-K93M?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: left;\"><a href=\"https:\/\/libraryresources.nse.org.ng\/wp-content\/uploads\/sites\/11\/2022\/01\/Dominos-Pizza_Greatest-Turnaround-in-Recent-Business-History-video-Transcript.docx\">Domino&#8217;s Pizza Greatest Turnaround_Video Script [DOC]<\/a><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div class=\"sc-table-responsive\">\n<p><iframe loading=\"lazy\" id=\"oembed-3\" title=\"Customer Needs - Part 2\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/tHCmDpDzRks?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: left;\"><a href=\"https:\/\/iastate.pressbooks.pub\/app\/uploads\/sites\/33\/2022\/02\/Customer-Needs-\u2013-Part-2-Video-Transcript.docx#fixme\">Customer Needs &#8211; Part 2_Video Script [DOC]<\/a><\/p>\n<div class=\"textbox shaded\">\n<div class=\"lb-pagebreak\" style=\"text-align: center;\"><span style=\"color: #1b3b80;\"><strong style=\"font-size: 1.3em;\">IN ME 2700, ONLY THE RANKING NUMBERS: 1,3,9 are used to rank customer requirements!<\/strong><\/span><\/div>\n<\/div>\n<\/div>\n<div>\n<div class=\"textbox textbox--examples\">\n<header class=\"textbox__header\">Practice Exercise<\/header>\n<div class=\"textbox__content\">\n<h3><span style=\"color: #1b3b80;\">Let&#8217;s Look at MIRE TECH<\/span><\/h3>\n<p>To build a House of Quality, your team must determine customer requirements and then perform a market analysis. Below, match a customer need with a customer requirement:<\/p>\n<p>The original version of this chapter contained H5P content. You may want to remove or replace this element.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<\/div>\n<div class=\"sc-table-responsive\">\n<div class=\"textbox textbox--examples\">\n<header class=\"textbox__header\">Practice Exercise<\/header>\n<div class=\"textbox__content\">The original version of this chapter contained H5P content. You may want to remove or replace this element.<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"textbox textbox--examples\">\n<header class=\"textbox__header\">Practice Exercise<\/header>\n<div class=\"textbox__content\">\n<div class=\"sc-table-responsive\">\n<div>\n<h3>Customer Requirements<\/h3>\n<p>Customers provided importance rankings for their requirements and the top 2 were:<\/p>\n<ul>\n<li>Good Texture<\/li>\n<li>Generous Portions.<\/li>\n<\/ul>\n<p>Appetizing Appearance was least important.<\/p>\n<p>Finally, Good Taste and Low Prices were moderately important.<\/p>\n<p>Given this information, rank your CRs (items of the same rank will be in the same order as was just listed):<\/p>\n<\/div>\n<\/div>\n<div>\n<p>The original version of this chapter contained H5P content. You may want to remove or replace this element.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"author":1,"menu_order":3,"template":"","meta":{"pb_show_title":"","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-71","chapter","type-chapter","status-publish","hentry"],"part":64,"_links":{"self":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapters\/71","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":1,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapters\/71\/revisions"}],"predecessor-version":[{"id":72,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapters\/71\/revisions\/72"}],"part":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/parts\/64"}],"metadata":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapters\/71\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/wp\/v2\/media?parent=71"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapter-type?post=71"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/wp\/v2\/contributor?post=71"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/wp\/v2\/license?post=71"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}