When you uncover a need that the customer has, you can then link your product to that need. You do this by describing features and benefits that are relevant to your customer’s needs
FEATURE: Is a characteristic of a product or organization
eg measurement is built into each stage of the customer experience
BENEFIT: Is what a feature means to a customer
eg this allows you to track engagement and improve customer retention rates
Most products have multiple features so you need to be sure to link relevant features and benefits to the customers needs.
Talk to your colleagues and
Make a list of the problems your customers typically have
Draw up a list of features for your products
Draw up a list of benefits each feature
Link #2 and 3 to the problems you listed in #1 above
When you are speaking to customers listen for their needs and see how you can link the features and benefits you've come up with.