ABSTRACT
How do we define our customers and how do they identify themselves? If we know what they are like, how they feel and think and what they want out of the relationship we might be able to serve them better! Expectations and experience are keys to satisfying needs. What do customers think and experience and why? What does it mean? How can we find out, examine the problems, look at the barriers and explore these to develop lasting improvements? We must also apply this approach to internal markets.
