It is not only critical to understand what the customer needs and wants, but imperative to realise what the customer does.

What is needed for the customer, need not be wanted by the customer! What is wanted by the customer need not be needed for the customer! Explain this challenge with an example from your experience?

Observing the periphery reveals a lot about the customer needs and wants. (Genchi Gembutsu, Ohno Circle, GOYA). Explain with example from your experience, either from an external customer offering perspective or from internal customer offering perspective?

Design Commits while operations fulfills Explain from your experience how well your function in your company was aligned to the internal and external customer needs. What are the challenges you faced in that alignment? How your KPIs impacted that alignment positively and adversely?