Archive: February 27, 2021

Who is a Customer?

The definition of a customer seems so obvious in B2C relationships that we often don’t bother to define it. Amidst the complexity of B2B relationships, this lack of precision can lead to all kinds of confusion and lack of clarity as points of view from different functions and lines of business of the company compete for resources. A solid definition of a customer helps companies understand their purpose and execute towards it in alignment with each other.

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