3.1. Question 2: WHO IS OUR CUSTOMER?
Peter F. Drucker
Who is our primary customer?
Who are our supporting customers?
How will our customers change?
Not long ago, the word customer was rarely heard in the social sector. Nonprofit leaders would say, "We don't have customers. That's a marketing term. We have clients ... recipients ... patients. We have audience members. We have students." Rather than debate language, I ask, "Who must be satisfied for the organization to achieve results?" When you answer this question, you define your customer as one who values your service, who wants what you offer, who feels it's important to them.
Social sector organizations have two types of customers. The primary customer is the person whose life is changed ...
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