Who to Satisfy? Differentiate Buyers, Users, and Customers for Effective Product Decisions
Johanna Rothman
JUNE 21, 2023
Decades ago, I worked for a company that created and sold voicemail products to telecommunications companies. The telco product/program managers were our Customers, because they bought our products to integrate into their products and services. I called that program manager my Customer. Often, senior management is the Buyer.
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