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Whose Customer comes first?
•To Marketing, the Customer could be end-users
–e.g. Field the help-desks, perform focus groups, determine market desires and needs
•To Sales, the Customer could be channels
–e.g. Arrange relationships and price structures through intermediaries or directly to individuals
•To Manufacturing, the Customer could be sub-contractors
–e.g. Arrange relationships with internal and external developers
•To Purchasing, the Customer could be Vendors
–e.g. Arrange for least cost resources; quick turnaround, etc.
All “Customers” add to “Customers Satisfaction and “Maximize Share value”.
•Don’t for HR and the employees, maybe Unions, etc.
•And what about Maximize Share Value? Does the cost of doing business influence share value? Yes – so the paying customer isn’t the only kind of customer that adds to the bottom line.
•Talk about Purchasing and Vendors.
•That is, in the same Organization, one department may claim a “Customer” is active while another department in that same Organization may claim that same “Customer” is inactive –and they’re both right!
•E.g. Joe Shopper canceled his Credit Card but still owes money on the Credit Card