Must-Be NeedsNone

Must-Be NeedsNone refers to basic requirements that are expected in any context, such as products, services, or general performance. These are fundamental criteria that, if unmet, result in customer dissatisfaction. However, meeting these needs does not enhance satisfaction, as they are considered a given. For instance, a hotel must be clean; if it’s not, guests will be unhappy. Yet, providing cleanliness alone doesn’t excite them. Instead, it’s the additional features (like exceptional service) that boost satisfaction. In essence, Must-Be NeedsNone are essential standards that customers assume will always be met.