Hanover Research：2025年客户需求工具包（英文版）

Don't just ask what customers like. Instead, measure what they're trying to achieve and how successfully they can do it today. This reveals unmet needs that traditional satisfaction metrics often miss, uncovering deeper, actionable motivations. 1 Go Deeper Than Satisfaction Scores While high CSAT or NPS are valuable, they don't reveal unmet future needs. Go beyond the scores with qualitative research like interviews or open-ended surveys to understand the "why" behind th