Asking the customer what they are looking for won't help you provide a great customer experience, let alone know their higher objectives.
If you want to understand customers' higher goals, go through their experience. Suppose you work at Target. Have you ever shopped there?
In case you haven't, try it!
Looking at things from the customers' perspectives will help you empathize with them.
Eat your own dog food!
As you do so, consider the following:
⦿ What and where are the struggles?
⦿ Why do customers want to use your product or shop at your store?
Watch Matt Watkinson explaining the customer's higher objective. It takes only one minute.
Photo by freepik on Freepik
Reference: The Ten Principles Behind Great Customer Experiences by Matt Watkinson. Edinburgh Gate, Harlow. 2013.