ABSTRACT
This chapter defines 'customer' in order to understand how important customers are to sustainability. In business, a customer is everyone that an organization serves. The word 'customer' to be classified into two categories: external customers and internal customers. One of the better ways to understand the importance of customers is the '10 Customer Commandments' list, which can be traced back to Mahatma Gandhi who reportedly taught them to his law clerks. Wal-Mart began introducing green versions of its products to test the market and gauge customer reactions. Eliminating the wasting of people is as much a part of sustainability as reducing physical waste. With few exceptions, the role of every business is to serve customers what they want, where they want it and the way they want it. Successful inclusive business strategies rely heavily on embedded processes that include working with and/or helping to create intermediary businesses that bring local and outside companies into close personal relationships with bottom-of-the-pyramid communities.
