Chapter Fifteen. Customers

In determining who our customer is, we need to recognize that everyone involved in the construction or consumption of the product acts as a customer at some point, and all these voices need representation. Although the end user may have the primary voice, others need to be heard.

In this chapter, we consider the importance of understanding who needs to be involved in the decision making on our projects, and note that they all need reasonable representation throughout the project.

Who’s Our Customer?

Business 101 suggests that one of your first steps to success is to clearly identify your customer through market analysis and segmentation. The more concretely you understand who your customer is, the more you understand ...

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