Who is the Customer in a B2B Environment?

Not only is your immediate Customer (The Business) but more often than not, you should consider your “Customers” Customer – and maybe even your “Customers’ Customers’ Customer”. How confident are you that your immediate “B2B” Customer has completely understood their Customers Needs? Teams often create a Value Chain of customers and consider how each of the “Value Chain Customers” needs may be able to be addresses in the product or service they are designing. There are many good questions you can ask your “BUSINESS CUSTOMER” to clarify their needs and different questions you should be asking your Customers Customer (End Consumer) to get at their needs