The key success factor for companies is to develop and deliver services and products that satisfy customer needs and create customer value. When introducing e-businesses as a new channel, it is becoming increasingly important to consider customers, since they will have a higher level of influence on the company through the interactive channel. This paper sets out to describe the process of considering customer needs in an e-business establishment based on the results from a case study where gaps between customer expectations and supplier intentions were explored. The aim is to address the problem of taking customer needs into consideration and to suggest models for value creation of products and services from a customer perspective. Theories of process mapping are used in order to understand how customer needs can be fulfilled in an e-business establishment. Concepts of customer knowledge and customer processes are used to elaborate on the creation of value added products and services.
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