To ensure you can satisfy your customers you should unpick what we mean by “customer.” There are two distinctions to be made:
The first distinction is using the term “customer” to describe the economic buyer. This is the person who has made the purchase but may not be the person singularly using it – or at all.
The second distinction is using the term “customer” to describe the service user. The service user is not necessarily the economic buyer, but their experience as a service user may contribute to the economic buyer’s opinion.