March 2015
Intermediate to advanced
144 pages
2h 23m
English
Peter F. Drucker

Not long ago, the word customer was rarely heard in the social sector. Nonprofit leaders would say, “We don't have customers. That's a marketing term. We have clients . . . recipients . . . patients. We have audience members. We have students.” Rather than debate language, I ask, “Who must be satisfied for the organization to achieve results?” When you answer this question, you define your customer as one who values your service, who wants what you offer, who feels it's important to them.
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