There are six basic customer needs, one of which is control. What does control mean in this context? The right to dictate how things will be done. Being educated and informed about the product or service. A degree of power and influence over things. Being treated as equally and equitably as possible.

In the context of customer needs, control refers to a degree of power and influence over things. It means that customers want to feel like they have some level of control or influence over the product or service they are using. This can be achieved by giving customers options, allowing them to customize or personalize things, or by providing them with the ability to make decisions and have a say in the process.