Rapid change and intense competition mean that organizations have to establish and maintain a clear, consistent understanding of their customers’ requirements, and then meet those requirements on an ongoing basis. Information about what customers need should drive strategy and core process improvements. But the first step in any customer-driven process improvement initiative is determining customer requirements. This course describes a process for doing this. It explains how to define your customers in a way that focuses on which customer voices matter the most as an input to a process improvement initiative. It also describes how to gather high quality information about customers by using tools such as surveys, focus groups, and interviews. And it explains how to analyze customer data effectively using the Kano model.