Chapter 3

Who Is a Customer?

“Who is a Customer?” explores the challenges in providing a single definition of the term “customer” and then treats the challenge as a Gordian Knot by slicing through the need for agreeing to a single definition. Instead, the chapter explores how to evaluate all corporate engagements with external (and sometimes even internal) parties as “customer engagements” and suggests that all of these interactions be imbued with a customer-centric philosophy.


Customer; touch points; roles; facets

Who Is a Customer?

The common use of the term “customer” hides a somewhat complex ambiguity. It is one of those words whose presumed meaning is so well-understood that it is infrequent that any organization actually has documented ...

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