Who is the customer?

From a ZDNet story on Apple’s relationship with Australian carrier Telstra, quoting CEO David Tholey:

“We are Apple’s largest customer in Australia, yet with Apple we are still working through some areas in how to work.”

John Gruber writes, 

There you go. He thinks his carrier is Apple’s customer. Thus the conflict, because Apple treats iPhone owners as its customers.

More at http://www.zdnet.com.au/cracks-form-in-telstra-apple-relationship-339306493.htm

Who is your "real" customer? Is not sales people or the distributor or even the buyer. It's the person who uses your product. You have to get through the others to get to a customer who uses the product but if he or she isn't happy, you've not really accomplished anything. 

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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