April 2008
Beginner
144 pages
1h 42m
English
Content preview from The Five Most Important Questions: You Will Ever Ask About Your Organization
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3.4. KNOW YOUR CUSTOMERS
Customers are never static. There will be greater or lesser numbers in the groups you already serve. They will become more diverse. Their needs, wants, and aspirations will evolve. There may be entirely new customers you must satisfy to achieve results—individuals who really need the service, want the service, but not in the way in which it is available today. And there are customers you should stop serving because the organization has filled a need, because people can be better served elsewhere, or because you are not producing results.
Answering the question Who is our customer? provides the basis for determining what customers value, defining your results, and developing the plan. Yet, even after careful thought, ...
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