Must-Be Needs

Must-Be Needs refer to the essential requirements or basic expectations that customers have for a product or service. These are the fundamental features that, if not met, result in dissatisfaction. For example, when purchasing a smartphone, a user expects it to make calls and connect to the internet. While exceeding these needs can enhance satisfaction, failing to meet them can lead to frustration. Essentially, Must-Be Needs serve as the baseline for customer acceptance; they are non-negotiable and critical for any business aiming to meet customer expectations effectively.