Meeting a customer need is the baseline. It keeps you in the game — but it won’t guarantee you win it.
You can deliver exactly what you promised and still see customers drift away. Not because you’re doing anything wrong, but because there are other, quieter needs shaping their decisions and they’re going unmet.
And here’s the kicker: more than 90% of unhappy customers never complain. They don’t tell you what’s missing. They just leave, often for a competitor who spotted the gap first.
That’s the silent churn — the invisible drain on revenue and loyalty. If you want to stay ahead, you need to look past the obvious needs you’re already meeting and spot the opportunities your competitors haven’t.
Here’s how to find them.
Insight: Many established businesses miss growth opportunities hiding in plain sight — unmet customer needs in their niche that competitors are failing to address.
Data: Poor customer experiences cost businesses up to $3.8 trillion globally. (Decisions Studio)
What’s the step change: Learn where competitors are dropping the ball, and create add-ons, services, or experiences that customers didn’t even realise they were missing… until you delivered them.
Watch: Let Step Change CEO Ashton Bishop show you how to spot and act on unmet customer needs.
