Why has more progress been made on customer value differentiation than on customer need differentiat

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Why has more progress been made on customer value differentiation than on customer need differentiation?

If it could only do one, is it more likely that a customer-oriented company would rank all of its customers differentiated by value or differentiated by customer need?

Is it possible to meet individual needs? Is it fesiable? Give 3 examples of where doing this has been profitable.