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Customer refers to a role in the buying process. High-performing teams and companies create exceptional value by being customer-focused. The term customer can be applied with different levels of strategic sophistication. In less strategically mature organizations, a customer is a person who buys and uses products or services. In a more strategically mature organization, a customer is a system of roles, made up of different kinds of customers that influence each other to decide, buy, and consume products and services (channels, end-users, payers, gatekeepers, and influencers). The System of customers is in the center of the Business Triangle. See System of Customers.

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