Know your customers needs Knowing and understanding customer needs is at the center of every successful business, whether it sells directly to individuals or other businesses. Customers needs Customer focus business studies and business Customers are people who buy products and services from other people (usually companies of one sort or another). How to Anticipate Customer Needs. Anticipating a customer's needs is an important part of most businesses, especially in a more complex industry. Customer needs are the metrics customers use to measure the successful execution and fulfillment expectations.