Don’t get hung up on the word “customer”. When you answer the question “Who must be satisfied for the organization to achieve results?”, you have defined your customer. For churches, there are two customers: the primary customer is the person whose life is changed through your work; the secondary customers are volunteers, members, partners, employees, and others who serve your mission. The primary customer is never the only customer, and to satisfy one customer with satisfying the others means there is no performance.
Today, our customers are often one step ahead of us. So you must know your customer, or get to know them quickly. You will have to ask this question time and time again because our customers constantly change. The organization that is devoted to results – always with regard to its basic integrity – will adapt and change as its customers do.
Who is your customer?