9.2. QUESTION 2: WHO IS OUR CUSTOMER?
As you work through the overarching question "Who is our customer?" consider the following additional questions— they may help you find the answers you seek:
Who are our customers?
Create a list of those who use the organization's products or services. For nonprofits, from that list identify who is the primary customer—the people whose lives are changed through the organization's work. For businesses, from the list identify who the primary customer is currently and determine if that customer can and will sustain the organization based on demographic potential and so on. For public institutions, often the primary customer is determined through legislation or by the government authority establishing the organization. ...
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